In a post-pandemic landscape, consumer behaviour in Malta has become heavily inclined toward online commerce. This posed an excellent opportunity for CHI’s local distributors to diversify their business model by tapping into the DTC market via an e-commerce channel.
Moreover, CHI’s objective was to provide an all-in-one online platform, not only for end consumers, but also for its retail partners.
The first stage in our engagement involved the design and development of a custom e-commerce website in-line with CHI’s global brand guidelines. The website was crafted to deliver an immersive online experience, fitted with in-depth educational content for hairdressers and general consumers alike. Moreover, the e-commerce module was developed to offer a built-in B2B online order system whereby retail clients could order products online at wholesale rates.
Following the development of CHI’s online platform, we launched a multi-phase digital marketing funnel across social media and Google search, effectively driving targeted traffic towards CHI’s commerce platform. Within the first 3-months of deployment, the platform grew to become a significant revenue generator that served as a key asset within CHI’s overall business model.
Creative Recalibration Across CHI’s Assets
A key component of the project’s success was the redevelopment of CHI’s creative stack from a visual standpoint. We shifted toward a more premium brand look and feel and this translated into immediate upside by increasing monthly revenues from DTC by up to 30% post–deployment.