Regis Corporation

An eCommerce Makeover

Giving franchise owners the tools they need to supply their salons

Client

Regis Corporation

Industry

B2B

Capabilities

Commerce
Technology & Platforms

Technologies

Magento

What If we could get franchise owners off the phone and back online to supply their salons through self-service?

Regis Corporation’s B2B commerce site was operating on a 10-year-old platform nearing the end of its life. Adding new capabilities was too resource-intensive, errors were a daily problem, and the user experience and site design was unfashionably out of date. Self-service was a challenge and simple things like finding products and placing orders was so difficult that customers began abandoning online ordering altogether, instead choosing to pick up the phone.

Regis needed a new commerce platform with a defined roadmap of capabilities that would support easier content management, forward-looking customer experiences, and future digital commerce integrations. Basically, the company needed to take ordering off the phone and back online.

Knowing the customer

Before we could improve Regis’ user experience, we needed to understand its customers and their needs. Working with various user groups, we created proto-personas and sketched out the user journey for each of Regis’ customer types.


These personas and journeys helped us create site maps and navigation that would cut down on friction points and give users an intuitive and improved user experience.

The first key to achieving the end goal is to understand who the users are, their behaviors, and their needs and goals. The second key is to have an all-in, 100% dedicated team that includes internal resources and integrating partners. Jeff Johnson, Digital Business Manager
Jeff Johnson, Digital Business Manager

Streamlined ordering

The new Regis site provides salon owners with a more efficient ordering process by allowing them to easily switch between their franchise locations to manage store activity and assign specific roles and permissions to staff. Every salon is given a specific product catalog and allowable substitutions based on its brand, region, and any local restrictions. And, orders can include more than 100 line items in the cart to support the typical franchise order volume.


A better way to pay

A main goal of the replatform was to allow franchisees to manage their invoice payments in one location. The Magento Commerce platform connects seamlessly to Regis’ iSeries ERP (JD Edwards, JDA) and receives real-time data on customers, products, inventory, pricing, and invoicing while sending the web orders back to JDA. iSeries then sends Magento Commerce additional updates after order processing and invoicing has completed. Franchisees can use a credit card or ACH to pay product invoices, franchise fees, and marketing fees within the Magento platform, and can even redeem rebates and backbar rewards, or pay using their points balances.


Results

Since launching the new B2B site, Regis has seen a period-on-period increase 11.4% in revenue from web orders, with an increase of 13.3% in its most prominent franchise brands. Error handling has also been significantly reduced thanks to the platform’s integration with distribution center inventory, resulting in near-real-time inventory display. Inbound calls have dropped 12% compared to the previous year, as 100% of Regis franchisees have made the switch back to online ordering.


11.4% Increase in revenue from web orders
13.3% Increase for its most prominent franchise brands
12% Decrease in inbound calls

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