Multi-National Men's Haircare Digital Retailer

Posted by Encora on Nov 2, 2021 1:15:44 PM
Encora’s approach drove significant improvements across the client’s eCommerce KPI dashboard.

Topics: Product Engineering & Development, Digital Experience, Product Planning, Cloud Services, Innovation Ideation, Retail & CPG

Industry Context

The dynamic environment of retail must often respond to dramatic shifts in the market and consumer behaviors. The digital disruption of the last decade, exacerbated by the COVID-19 pandemic, has proven to be more than a trend. With reduced shipping times and the consumer’s preference for convenience, long-standing retailers that have traditionally relied on physical stores are embracing digital transformation.   

On the front end of digital transformation, agile retail brands are enhancing their digital commerce initiatives by focusing on a seamless user experience and online marketing to increase sales.    


Client Challenge

The client, a multi-national men’s haircare brand needed to enhance their online engagement and increase digital commerce conversion rates.  

They sought to drive more traffic to their online store by improving their search engine optimization (SEO) efforts and developing a multi-channel online marketing strategy.  

Getting people to the digital store, however, would not guarantee conversion. The client required an intuitive customer experience, optimized through a UX design that would facilitate sales and contribute to brand loyalty.  



  • Platform Modernization implemented new, custom features defined in the roadmap: A product finder that asks customers a series of questions and then leads them to the appropriate product detail page, and a progress bar that shows customers how much they should add to their cart to receive discounts 


Encora’s approach drove significant improvements across the client’s eCommerce KPI dashboard.  The new web experience was more engaging, driving increases to conversion across mobile (+9%) and desktop (+16%).  Average order value increased by an impressive +34%, and subscriptions increased by more than twice that (+76%).  Overall, transactions were up +14%, and revenue increased +53% YOY.