espace epilation

Settore: Beauty

web strategy

web design

mobile site

CLIENTE

Created in 1995 as first franchise in France in beauty industry and been market leader for a couple of years. Today the network represent 65 institutes, with around 40/45 beauty centers in Paris.

Espace Epilation does all the services offered in a classic spa or institute, a bit more focused on hair removal (considering hair removal being 80% of the business for any beauty institute).They also offer body treatment, facial and skin care, manicure and pedicure, massages for cellulite. 10% of the customers are men (growing trend).

 

NEEDS

With new identity the company is expecting to show customers at a first sight that Espace Epilation does much more than hairs removal (as it's been known until now by the market). Desire is to quit this image of hairs removal specialist and wants to show they are a full services beauty institute, but democratic and affordable.

The long term strategic goal is to federate more the current network of franchised shops, and drive a more corporate communication, since today each shop is free to do things by itself, due to a lack of strong brand identity and guidelines.

At the same time there's the goal to increase the number of institutes, strengthen the brand awareness in the all country.

Espace Epilation needs to ensure the franchisees that the brand (and the company itself) is heavily reliable in the customer management (taking care of relationship and offering support to franchisee in sales and marketing).

The urge is to reposition of the brand on a higher level and after reaching a better perception in minds customers, extend the target to “men” (brand new dynamics and approaches, even if already counting among customers, and growing).

 

DELIVERY

• We have clear in mind that we have to help the company to reach its strategic goals. The primary goal of being online for Espace Epilation is to generate offline traffic to the (physical) shops. In order to achieve the primary goal we have divided it into smaller goals, easier to achieve, aiming the same direction: achieving the primary goal. Since they can be divided into 2 main targets goals: B2C and B2B.

B2C goals are:

- increase sales of membership on & offline (since value of a member is much higher than a random customer) making very visible the advantage of being a member (and using a strong call-to-action)

- increase sales of products/services on & offline facilitating the booking (especially declined for mobile site, where experience of booking has to be comfortable and easy to do)

- know more about the clients.

B2B goals are:

- simplify and unbend the relationship with franchisee; attract new investors and franchisee.

In order to do that we have developed some marketing tools.

Website:

- we can talk of several websites, since there is a website for B2C including pages dedicated to each retail shop, a store for B2C user (according to the idea of strengthen the brand awareness delivering own branded products for daily use) and a dedicated section for B2B prospects (investors and franchisee).

Social Media Networks:

- redesign of the facebook page and advertising campaign to grow the numbers of "likes" and later on begin an open communication with the base, in order to give the brand a "human" side.

- LinkedIn page especially for B2B audience.

Extranet:

- dedicated to franchisee, with login, where to find useful info and even downloadable materials to improve in-store marketing and communication.

 

www.espace-epilation.com