Welcome back to PostFunnel’s 38th episode of the 7 CRM Commandment Series.
Today, we get to Treatwell – the largest hair and beauty bookings website in Europe.
Please note, for the sake of this analysis, we checked the brand’s web platform and not their mobile app.
So, let’s get right to it.
1. Be Transparent 6/10
Whenever a brand asks customers for feedback in such a clear way (as shown below) it’s basically like saying “we know we’re not perfect”. We give points for this.
Additionally, back in July 2020, when hair salons finally reopened in the UK after plenty of customers spent months in and out of lockdowns due to COVID-19, Treatwell reported a 2250% surge in demand for hair appointments.
As customers were patiently anticipated their turn to get a haircut – Treatwell revealed stats on shifting consumer behaviors, including a change of popular appointment times and the growth of DIY beauty and treatment.
Such data-driven PR efforts also give you some points on this segment.
However, since then – they haven’t reported much. Half a year later, we want to know: is customer behavior in fact shifting as they predicted here, is the rise of DIY treatments evident as forecasted, are the hours that customers visit hair salons different as anticipated?
2. Incentives and Perks 5/10
Discounts are offered according to the different vendors on offer.
What’s more, is that the entire platform has been built to accommodate different types of customers with different budgets who come online to book an appointment. In fact, they can choose how much they want to pay by browsing through the different parlors.
However, no signup offers, first-time discounts or anything alike was offered to us.
3. Be Relevant 9/10
Before entering the website, we were prompted with the following popup by the brand:
When clicking on Find Out More, we were redirected to a Coronavirus Update page.
It’s clear this brand is living in the same world as the rest of us.
4. Be Helpful 8/10
The entire notion of the brand is to help customers be a better version of themselves – mostly from the outside – but when you look good, you feel good, right?
Treatwell offers customers on their website Treatment Files, Beauty Boards, a LookBook and so much more.
Usually, on this commandment, we check to see whether the brand has been “giving back” to society or the community, especially during the unprecedented crisis that has caused unimaginable impact and damage worldwide.
We noticed, back in October that Treatwell was offering customers a discount with Eat Out To Help Out for beauty treatments. According to Women & Home, Eat Out to Help Out was a two-week promotion by Treatwell where they offered discounts of 30%. So, this is a great way to be a helpful force within the industry – and we will give them retroactive points for it.
5. Realtime Personalization 1/10
We were asked to choose our country of residence when logging onto the site for the first time:
After showing interest in booking a hair appointment by (a) browsing through different hair salons to get a women’s cut in London as well as (b) looking at photos of women’s hairdos in the brand’s LookBook – our experience was not tailored, whatsoever, to suit our personal preferences.
When going back to the brand’s HP after booking an appointment, no upselling or cross-selling campaigns were applied and when logging off their site entirely – we weren’t re-targeting on our social media accounts or on the internet in general, in realtime.
6. Master UX 9/10
Overall, we felt that as a 24/7 beauty booking platform, Treatwell is indeed checking off the boxes here.
On the brand’s HP banner, customers are immediately able to search for treatments according to location and date in order to instantly book an appointment, making the entire user experience fast, convenient, and easy.
As written on their website, Treatwell “lets you book at times and prices that suit you and give you all the style know-how you need to look and feel amazing.” We couldn’t agree with that more.
7. Leverage Social Media 3/10
On Instagram, Treatwell has 22.8K followers, on Facebook the brand has 214K likes, and on Twitter, they have 15K followers.
Regardless of the type of content they post on Instagram, their last post is from over two months ago:
To our surprise, on Facebook too, their last post was in November! So, although, they posted great content (DIY beauty, treatments tips, fun lockdown activities, product recommendations, and more) – they have been completely inactive for the past 3 months.
Are we missing something here??
And the same thing goes for Twitter – Treatwell’s last Tweet was posted in November.
Key Takeaways for Treatwell
Treatwell, it’s time to get personal in order to really give customers that beautiful experience they deserve. Website personalization encompasses the process of creating a custom website experience for each visitor. Which is critical for today’s online consumer.
You can read more about personalization here.
Regarding social media – it’s simple, a post a day, keeps the social media doctor away!
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Overall, Treatwell is getting a 41/70 here (58%), placing them 36th, between Zara and COS.
There’s a lot they can do to improve their basic CRM tactics. Hints of personalization would be nice.
Here are the full rankings of all the brands we analyzed to date:
- Pets at Home 91%
- Lowe’s 90%
- Petco 90%
- Target 87%
- Uniqlo 86%
- Paul Smith 84%
- Vrbo 83%
- N Brown Group 81%
- West Elm 81%
- The North Face 81%
- Holland and Barret 80%
- lululemon 80%
- JD Sports 79%
- Brooks Running 79%
- Best Buy 78%
- Nando’s 75%
- Etsy 76%
- The Body Shop 74%
- Gymshark 73%
- William Hill 73%
- Essence 72%
- Iceland Foods 71%
- Total Wine & More 70%
- Tommy Hilfiger 70%
- Walgreens 70%
- Kohl’s 70%
- United Colors of Benetton 69%
- Buy Buy Baby 68%
- Fiverr 67%
- The White Company 66%
- Next 63%
- Patagonia 61%
- Express 60%
- Burberry 60%
- Zara 59%
- Treatwell 58%
- COS 57%
- Dream11 53%
We publish a new analysis every week, so watch this space for more brand analyses coming your way!
