Success Story Retail

Health & Beauty Brand Delivers Seamless Omni-channel Commerce Experience

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This HB&A brand is one of the leading salon chains in India with over 80 salons across six cities.

The client has established itself as a beauty destination with a leading image, large format experiential stores, separate sections allocated for beauty services, and a robust ecommerce presence with a wide range of makeup, skin, hair, personal care, fragrance and men’s grooming brands.

As it looked to build on its brand success and expand its business, it turned to Apexon to help build a superior multi-channel experience.

Leading beauty salon and product brand in India
Over 80 salons in six cities
10 million customers served

the Results

Key Outcomes

374%
REVENUE INCREASE

OVER 100,000 MOBILE
APP DOWNLOADS

474% INCREASE IN SHOPPER
CONVERSION RATE

The challenge

TURNING AN OMNI-CHANNEL STRATEGY INTO A SEAMLESS CUSTOMER EXPERIENCE

The company wanted to build on its considerable strength at retail and build an equally strong online brand presence to expand its reach and engage more fully with its customers. In doing so, it wanted to ensure its customers could interact with the brand seamlessly between channels.

It had an online presence, but it needed some important updates to elevate the experience:

Site performance needed improvement to enable a better user experience, improved conversions and higher SEO rankings

Turnaround time for launching new features on the web and app needed to be reduced

It required improved analytics for better tracking and retargeting

The Solution

NEW WEB AND MOBILE APPS TO ELEVATE & EXTEND BRAND PRESENCE

Apexon’s engagement included development of web and mobile applications along with comprehensive testing. Key components for each included:

Web Application

Headless storefront for better performance and reduced time-to-market for new features

Next JS for server-side rendering capabilities

React framework for component reusability and cross-platform support

Middleware using Node JS for better scalability and performance

UI components and application theme built using Material UI libraries for consistent user experience

Pre-rendering for faster page response time and better SEO ranking

CDN for caching and image optimization and enhanced content availability

A rework of Google Analytics integration to ensure alignment with the new site and business objectives

With this approach, the client was able to offer customers a seamless omnichannel experience across web, app and in store. Faster site performance improved user satisfaction and shopper conversions.

Mobile Application

Developed in React Native to ensure a common technology stack for sharing resources across web and app

Node JS middle ware to ensure the same framework and eliminate redundant code

CDN for caching enhanced content availability

CDN for caching and image optimization and enhanced content availability

Integration with Firebase for tracking and notifications

Deep linking to enable app navigation from web links

Integration of native contacts to show user contacts in phone

Integration of Android SMS retriever to auto-read the OTP

Integration with Google’s geo-location service to fetch nearest location

By taking this approach with the mobile app, the client maintained a consistent brand experience regardless of channel. The mobile app was compatible with both Android and IOS devices and offered all the same features as the web app. Like the new web app, performance was faster, conversions were higher, and the client was able to launch new features quickly and easily.