Home' INSTYLE Magazine : INSTYLE SPT-OCT 2017 Contents THE WORLD
ghd's new online portal and loyalty program is
as the names suggests, a world of opportunity.
We speak to ghd ANZ MD Ludovic Dellazzeri on
what this online revolution involves.
The world's most known styling tool company, has
after 16 years announced some further game-
changing strategies to propel the brand further in the
face of salons and consumers. At the heart of these
changes is ghd world - an interactive online portal
that supports salons and their teams.
In a nutshell, ghd world propels education through a branded
learning system and is also the one stop shop for marketing
collateral, education, communications, credit, training and
customer service. ink how to's, campaign videos and much
more. Ludovic tells us how.
Q. What is happening at ghd?
Transvolution is certainly the most appropriate term. With the
consumer landscape in transformation and digital communication
channels becoming integral in both the social and business lives of
people, we identified we needed to rejuvenate our support strategy
and ensure it was tailored to meet the 7000+ hair salons already
working in partnership with the brand.
e program involves engaging and providing a higher level
of support elements to key partner salons, this includes reward
programs and incentives, additional merchandising materials,
education and business support to further develop and grow their
businesses. At the same time we will continue to support smaller
salons in the convenient way they require. To address these
customers needs, we engaged with a technology partner who
assisted us in developing and launching a new reward program,
which included a mobile app -- welcome to ghdworld.
Q. Explain how ghdworld will boost ghd sales for members?
To simplify the process and ensure it is easily understood,
ghdworld is the first of its kind intranet platform or system that
has been developed for hair salons, whereby they can connect
with the ghd brand 24/7.
What this means is that it is not a website but an app that upon
login opens into a partner salon portal, showcasing all that ghd
has to offer, from product information, education seminars and
videos, digital assets, press reports, associated social sites, contact
to team members, access to customer services, commercial
updates on salon performance by month and product targets and
sales versus the prior year. It also shows salons how they can get to
the next level of partnership within the rewards program at ghd,
and many more features.
ghdworld is the modern version of a brand website and has
been designed to be interactive. is intranet is a hub of business
and educational resources that utilises push notifications to send
invitations to our salon network to attend webinars, education
seminars, discover new trends and how-to videos, as well as
a full suite of ghd social media assets -- all designed to provide
partner salons with not only the latest in technology and tools, but
information on how to use these tools, in the most suitable way to
grow the business with ghd.
Q. Is it similar to an airline points system? Is there a tiered
structure of membership?
ghdworld is a part our new reward program.
Our reward program is indeed a tiered structured commercial
membership (partnership), that was launched in July 2017,
offering rewards for customer loyalty, similar to what airlines
e program has various levels of partnership that rewards and
attracts specific commercial benefits, terms, specific education
offerings as well as merchandising accessibility, all offered via
the customer's ghdworld access login. Salons receive access
to a certain level of social and digital assets in line with their
Q. How will it involve the whole team and not just the salon owner?
At this stage salon owners have been provided access to the
ghdworld intranet via their login details. Salon owners can in-
turn share the content of ghdworld with their staff, whether it
be the salon manager for commercial and marketing updates or
simply to grab digital assets to use on their own salon social media
channels. Staff members can also use the education section to run
sessions in salon, either theoretical or practical, using the video
assets that are easily downloaded from the site. In the future we
intend to expand this offering to stylists as well, but one step at a
Q. What are the main objectives for ghd (apart from engaging
stylists) are there any further long term goals with ghd world?
I believe that the role of companies today more than ever, while
driving consumers to salons in order to boost their consumer
awareness, is also to assist the salon in maximising their
utilisation of their partner brand's image, by making the assets
available and accessible anytime, without requiring special
requests or necessarily visiting the salon, now and in the future.
Q. How will ghdworld streamline marketing across consumer
and through salons?
ghdworld is viewed as an additional marketing tool. All our
marketing tools are available on ghdworld and we will continue to
supply our salons with marketing POS to drive awareness, desire
and ultimately conversion to purchase.
We are also accelerating the launch of "ghdpro" on Facebook
and "ghd pro" on Instragram -- both are worldwide community
social platforms created for inspiration for salon owners, stylists
and hair artists. e content will include a mix of content from
our partner salons as well as up to the minute trend videos from
our ghd global team.
Ultimately high advocacy (usage in salons) combined with
high inspiration (education) and beautifully displayed products
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