About milk_shake
milk_shake is a haircare research and product development company. Found in salons worldwide, milk_shake formulations contain milk proteins, natural ingredients, and fruit extracts. With a D2C, B2B, and omni-channel business model, milk_shake focuses heavily on education, training, and support programs.
Challenge
With a large international clientele base of salon owners, milk_shake was struggling with engagement rates falling for their educational modules and training demos. Lead collection and nurturing systems were lacking in sophistication, and technical bugs were popping up consistently online.
Research & Strategy
To determine the appropriate solution matrix, we reviewed data from Google Analytics, scrutinizing user paths and installing measuring protocols to follow users on their click-journeys. This included looking at both retail and wholesale groups, omni-channel users, and new prospective targets. An SEO audit also revealed gaps in product listings, meta data, robots.txt errors, and loading speed issues.
Creative & Production
To capture more leads, mechanisms were installed to generate data-collection from both retail and wholesale customers. A migration to Klaviyo for e-mail was also performed, together with customer group segmentation and creating new flows for each to increase engagement rates. Messaging focused on promotional incentives, educational materials, and fun 'how to' videos to excite & delight.
Promotion & Retention
Leveraging the data from the newly installed automation systems, optimization for email content, on-site SEO, and lead flow was also performed. Now with the appropriate tracking systems, it become much easier to see how to adjust and optimize the messaging, timing, offers, and create a holistic retention program that was able to generate an influx of new subscribers, and increase engagement.
Natural ingredients like milk protein and fruit extracts are the building blocks of every milk_shake® product. We believe that health is the cornerstone of beautiful hair, which is why all our products are crafted with your hair’s health in mind.
Kristine Monteverde
Brand Manager, milk_shake
