Widely used and evangelized by leading hair stylists, ghd delivers the products of choice for hair professionals and for easy use at home. Over the years, the company has generated a strong following of loyal, and in many cases, celebrity customers. And most recently, ghd has tapped into the power of its online channel to better engage hair stylists and consumers everywhere, at any time.
Stuart Spiegel, chief marketing officer of ghd, says, “We wanted to go beyond traditional eCommerce not only to market our products online, but also to create a place where consumers and stylists could congregate — a community that could both serve and benefit from searches related to hair fashion and trends as well as our products.”
Integral to achieving its goal was implementing two applications selected by Tacit, ghd’s creative and technology partner. Tacit chose hybris B2C Commerce and the Adobe Web Experience Management solution, including Adobe CQ Web Content Management and Digital Asset Management. The aim was to match the iconic branding of ghd products with a destination website that would compel hair stylists and consumers to make regular visits. It had to be stylish and deliver all the necessary functionality to ensure online commercial success.
Stuart says, “With Adobe and hybris solutions, we are creating relevant content and developing a site that engages professional stylists directly, enabling them to effectively convey information about our products and brand with their customers.”
In the future, ghd plans to add rich content and new site functionality, including a salon locator service to further connect consumers with the stylists and products they want.
To learn more, check out ghd’s full story here.