Peter Mark – Karma

Peter Mark has 71 hairdressing salons across Ireland. In an industry where head-office driven promotional campaigns are a rarity, it wanted to create a central database of customers, whose details were normally held by individual stylists.
  

Peter Mark – Karma

Agency name: OgilvyOne Client name: Peter Mark Category: Dealer/Salesforce/Internal Motivation Country: Ireland

BACKGROUND

Peter Mark has 71 hairdressing salons around Ireland. In an industry where head-office driven promotional campaigns are a rarity, Peter Mark wanted to create a central database of customers, based around a newly installed ePOS software system.

In the past, customer contact details were held not by the salon, but by the individual stylists. We needed to help them see that sharing these details would be mutually beneficial – and that head-office campaigns can drive local sales. Therefore...

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