With so many great brands in the hair and beauty space, it often feels like a never-ending list of products to choose between. Most beauty stores offer hundreds of brands and tens of thousands of products, each one suitable for a specific concern, application, occasion, hair or skin type.
In 1986, in the Sydney suburb of Rockdale, hairdresser Elio Nappa opened the first Oz Hair salon. Elio’s passion for hairdressing soon amassed a dedicated clientele, and the single salon quickly expanded into multiple locations.
In 2012 Anthony Nappa saw a business opportunity to support his father’s salons by offering an online shopping experience hosting premium quality products; Oz Hair & Beauty was born.
In its salons, Oz Hair offers services designed to lend a helping hand to clients shopping for a post-treatment solution they can take home. With the support of professional hairdressers, clients feel confident navigating an extensive range of Australia’s leading hair and beauty brands.
Oz Hair recognised that a successful sales experience in its salons often came down to the guided journey shoppers get from interacting with their hairdressers and consultants. The power of guided selling is particularly apparent when shoppers are faced with personal and specific needs such as hair and beauty concerns. Customers need to be sure they are making the right choice.
The team saw the key to enhancing its e-commerce offer was to bring that same personalised guided-shopping experience online. With a goal in 2021 to forge a deeper connection with customers online, the time was right for digital innovation.
Enter preezie, Oz Hair & Beauty’s partner in bridging the gap between in-store and online shopping. Preezie’s innovative guided shopping experiences allow retailers to take their in-store consultants into the digital space. Oz Hair & Beauty now joins a select group of innovative retailers working with the Melbourne-based tech start-up, including Lorna Jane, Baby Bunting, Bevilles, Guitar Centre and more.
With preezie, Oz Hair & Beauty makes product discovery truly seamless through a series of thoughtful guided shopping workflows. Through consultation, preezie transferred Oz Hair & Beauty’s product expertise into several different finders, all with a specific goal and customer experience in mind.
Preezie’s product finders sit alongside the traditional navigation to give customers a better, more personalised way to shop online. Shoppers answer a few questions, and in a matter of seconds, preezie presents them with the perfect products based on their inputs. From there, the decision to purchase is easy.
Shoppers using preezie’s guided-selling workflows are four times more likely to purchase than those that do not.
Further to the clear conversion rate enhancement opportunities, preezie collects data based on the answers shoppers provide during their product discovery. Brands can use this data to get powerful insights into how their customers’ shop, what content resonates, and how to design experiences and product ranges work for their audience.
“Preezie is powerful, and it has got a great support network. Any business that is thinking about using it should go all in,” said Guy Nappa of Oz Hair.
Several preezie retail partners even plan to take their digital guided product discovery full circle by introducing the technology to their retail stores. Not limited to an online application, preezie’s tech can be used in-store as an interactive product discovery experience.
The technology will also support in-store sales assistants by ensuring that they have the most up to date product and industry knowledge at their fingertips: no more training manuals or endless product catalogues. By integrating the preezie guided-selling experience into the in-store sales process, sales assistants can confidently recommend the most suitable product for every shopper.
Through a partnership with preezie, Oz Hair & Beauty has innovated its online offering and taken steps to close the gap between online and in-store.