Roots Hair & Beauty Salon, an award-winning beauty center in Qatar's heart, partnered with Morph Collective to overcome numerous client acquisition, retention, and revenue growth challenges. By executing a strategic Conversion Rate Optimization (CRO) framework, Morph Collective enhanced digital transformation, omnichannel marketing, and customer engagement.

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This partnership has successfully increased revenues over the past few years, highlighted by significant growth and an improved in-store experience.

The challenges that affected their growth

Roots faced several barriers in a competitive market:

- Foot traffic required an 8% increase to sustain business growth.

- A 10% boost in hair service bookings was needed, and an increase of 5% in beauty services was required even with a strong service portfolio

- The loss of returning clients was a significant issue, which led to a re-engagement strategy to recover 10% of inactive customers.

- Brand visibility and engagement were not reaching their full potential, prompting the need for a 5% increase in awareness across digital and offline channels.

CRO framework implemented by Morph Collective

Website & UX Optimization

- Improved design & UX for better booking experience and engagement

- Increased organic traffic by 59% through SEO enhancements

- Higher booking rates through a strategic conversion funnel

Data-Driven Digital Marketing

- Optimized Meta & Google Ads, reaching 705K average monthly unique users.

- Cost per click was reduced by 60%, which in turn improved engagement & click-through rates.

- A budget was allocated for high-performing channels, achieving 52% savings in ad spend.

Client Retention & Loyalty Programs

- Re-engagement campaigns recovered 28% of lost clients.

- Loyalty programs boosted retention by 27.5%.

- Email marketing strategies led to a 45% increase in open rates.

Omnichannel Integration & Social Growth

- Enhanced customer experience by integrating digital & offline touchpoints.

- Rebranded to align with market trends.

- Social media revamp increased organic engagement by 50% (Facebook) & 42% (Instagram)..

Results & Impact

- Hair service bookings increased by 16.6% YoY, surpassing projections.

- Beauty services revenue grew by 28.14%.

- New customer acquisition rose by 34.8% YoY.

- An increase of 55% of organic visibility through SEO efforts, ranking for 50+ highly searched and competitive keywords.

- In-store spending per client grew by 30.78%.

- Overall sales revenue increased by 33.32% YoY.

- Return on Marketing Investment (ROMI): For every 1 QAR spent, revenue increased 7.2x.

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The strong partnership with Morph Collective's CRO expertise has transformed Roots Hair & Beauty Salon, positioning it as a market leader in a competitive market. Through strategic decision-making, improved customer experience, and digital innovation, the salon is now operating with a sustainable growth model. With continuous optimization, Roots is set to achieve even greater goals in the near future

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