Case Study: Hair Angels


Hair Angels are an online hair and beauty retailer based in the North-East of England. Before approaching us the company operated via an online eBay shopfront. However, several aspects of the eBay business model constricted the development and growth of the company: eBay fees cut into profit margins creating obstacles for reinvestment; search results highlighted competitors, and the generic layout of an eBay shop limited any marketing opportunities. This led to lost custom and any competitive edge. Although Hair Angels wished to create their own website, they recognised that they needed to attract custom in order to build a client base.

Upon consultation Smurk Software generated a bespoke, tailored solution for the business. We proposed to build a website and create an application which could extract all previous customer details from Paypal and place them into a user-friendly database, providing the ability to send customers relationship building emails.

Subsequently, our solutions have allowed Hair Angels to manage their own site and benefit from the ability to run several marketing initiatives. They now send their clients promotional material such as offers tailored to purchase history, newsletters, competitions and many more. In addition, we set in place search engine optimisation and a Google AdWords campaign. These have helped to create a stronger brand image and a greater market presence.

"Smurk Software’s communication skills really shone through on this latest project, delivering exactly what we wanted on time. The system has helped us target our customers and increase our sales" - Managing Director, Hair Angels

Hair Angels now hold a database of over 250,000 loyal customers and it is currently one of the UK’s leading online discount hair and beauty retailers. Smurk Software still maintains and updates the companies website, database and Google AdWords campaign as part of our continuing consultancy and support.