How Darling Hair grew sales and customer engagement with Flowcart

Content

Darling Hair, a hair manufacturer and distributor in Kenya, has grown tremendously — breaking recorded sales by 300% and almost 7X-ing unique customer accounts. The Flowcart platform and loyalty program were key drivers of growth. Darling Hair gained real-time customer insights and transformed unstructured WhatsApp conversations into a powerful sales tool.

The Challenge

Manual Loyalty Program: Darling Hair's loyalty program was managed manually, which was time-consuming and inefficient. Stylists received paper vouchers attached to hair bundles for points earned on purchases which they would collect and turn into sales representatives. This made it difficult to track and redeem points.

Poor Visibility into Customer Needs: Darling Hair lacked visibility into stylist behavior and needs. They relied on relationships between sales representatives and salons to understand customer preferences, which was an unreliable and subjective approach.

Unstructured Conversations: Darling Hair typically interacts with their salons via WhatsApp, which occurs through many different points of contact and is difficult to track. The conversation between salespeople and salons could span many different hours and touchpoints before driving to checkout.

The Solution

Darling Hair implemented the following parts of the Flowcart platform:

Automated Loyalty Program

Flowcart automated Darling Hair's loyalty program, allowing stylists to easily track and redeem points. Darling Hair can easily track and monitor points through one easy-to-follow dashboard.

Customer Data Collection

Flowcart captured customer data during interactions, including frequency of purchase and most highly purchased items, providing Darling with valuable insights into stylist behavior and needs. Darling can now segment customers and tailor their approach, in real time.

Market Research and Data Analysis

Flowcart ran market research and organized feedback for Darling to stay connected. In the beauty industry, there are constantly changing fashions and trends, so it was important for Darling to engage with their customers on a constant basis. Through personalized conversation at scale and market research, Sukhiba helped them do just that.

Broadcast Messaging

Darling can send targeted broadcast messages to stylists, promoting new products, special offers, and loyalty program updates.