Redken: Enabling Business Partners to Succeed.

"We use Digital Pulp for our most challenging projects because they are the technology experts and easy to work with. The redesign of our website was a huge improvement and made our sales force – and our salons – very happy."

– Sarah Liang, Manager, Interactive Marketing

Visit: www.redken.com

Industry: Consumer

Services: Web Design & Development, Custom Solutions

Challenge: Redken, one of the world's top selling haircolor brands for professional salons, wanted to recognize and reward its Redken Certified Haircolorists (RCH) – an elite group of 1,000 haircolor professionals who have passed Redken’s rigorous test of their haircolor skills and knowledge.

Solution: Working with the Redken team, Digital Pulp created the “Redken Certified Haircolorist Finder” to help consumers locate a certified Redken specialist that was housed on the Redken.com site. The solution was a win-win-win for several stakeholders.

For the Redken Certified Haircolorists (RCHs), Digital Pulp created an easy-to-use tool that enabled them to complete a full profile of themselves and their business on the web site so that potential customers could identify them and make an informed decision.

For the potential customer, she could visit the Redken site, search for an RCH in her area and learn more about the stylist before making a visit. The customer could also see samples of the stylist's work, a bio and a photo of the stylist him/herself and decide if there was a 'match'.

For the Redken site administrators, DP developed and integrated a Content Management System that enables the site administrators to upload databases of the newest RCHs and manage their accounts, an essential maintenance tool for Redken's internal resources.

Results: The new tools and changes to the site have been met with great success. The salon professionals have found that customers will search them out because of their certification and profile on the Redken site. According to one salon professional: "Because of the website I receive, on average, about two new guests a month. That brings in at least $500 extra dollars of revenue per month from a free advertisement!"

Another commented: "Ever since I put my picture and profile [on the site] my color business has boomed! … With a much more informed and 'ready to spend' client, they are coming to me for my expertise! – Thank you Redken for this awesome tool!"