The Net Works

Redken Revamps Website, Adds Content and Tools

March 4, 2008

Redken’s new website for Salon Professionals contains exclusive information, tools and resources to help salon professionals grow their business. When salon professionals log on to the website, their information is saved to their “My Redken” section enabling salon professionals to personalize the website to meet their needs.

“Our strategy for relaunching Redken’s professional website is to provide enhanced online customer satisfaction. It is a direct result of listening to our users and implementing their ideas,” explains Rachel Weiss, senior director, interactive marketing for Redken.

“With our exclusive online tools and content, the website will continue to help salon professionals to grow their businesses with up-to-date functionality and innovative online education focusing on new products, techniques and trends,” she added.

The site features helpful sections that offer detailed information. The learning section focuses on helping salon professionals to increase their technical skills and to inspire creativity. The business tutorial helps salon professionals promote and grow their business with articles on how to effectively merchandise their salon and salon success stories.

The Redken professional website features tools to reach clients and makes email marketing for salons easy and free. It allows professionals to save a private client email address book and communicate with them via ecards and newsletters.

The salon finder section provides salon owners an opportunity to register their Redken salons for free so they will be included on the consumer sites, which gets more than 120,000 salon finder searches each month, according to the company. Salon owners can also post customized special offers with their salon finder listing.

When consumers look for a salon, they will be able to view local results on a Google map allowing them to locate salons within their area, and choose from salons that are Redken Elite (only carries Redken products), house a Club 5Th Avenue member or has a Redken Certified Colorist.

For the first time, the website will feature a comprehensive product catalog with information about all Redken hair care products. Product pages will cross promote relevant exchange classes, matching techniques and targeted articles. Users can rate products from zero to five stars—rating will be viewable to all users as professional favorites.
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