A customer engagement success story

By Perks | is one of the most popular online retailers for hair products and tools. The website maintains an “anything goes” policy for itself, as long it’s in the name of a great mane! User reviews, expert advice, and a comprehensive shopping experience has made this website the go-to online shopping destination for anything related to taking care of your hair.

For this post we wanted to embrace the example Folica sets when it comes to user engagement. A quick flip-through of the website will show the amount of rich user-generated content, including reviews, photos and even videos that exist on the website. Not to be outdone, the website itself also supports their shoppers’ enthusiasm for hair through expert content articles, buying guides, and how-to articles among others. Just the mere organization of the products and content is impressive; whether your hair is kinky, gray, frizzy or synthetic – someone has probably already chipped in their two cents on how the product will fare for your hair. Besides the sheer size of their product inventory, it is all the content on their website that truly differentiates them from the other beauty etailers that lump hair products into a more convenient one-stop shop.

With a number of items receiving over 5,000 reviews and user activity rivaling those of Amazon’s, Perks decided to look into the strategic tactics Folica used to encourage a self-generating and sustaining community of loyal fans and shoppers:

1. Asking the right questions: Reviews go into a fine level of detail on the website, such as type and color of hair, frequency of use, and results after using it. Users can even post before-and-after pictures on the site, as well as videos of how to use the product/tool. But Folica asks users the right questions for this level of detail. By default, this results in a rich, micro-level analysis that makes for valuable content for prospective buyers.

2. Clear and easy usability of the site: By making search results relevant, avoiding profile log-in walls in favor of one-click review posting, and empowering users to vote up helpful reviews, all of these factors contribute to a great shopping experience.

3. Proper  information architecture: Organizing over 70,000 user reviews in a logical and accessible manner must be hard work. To Folica’s credit, they’ve done a splendid job organizing all that based on relevancy, and helpfulness. The ability to filter reviews, feedback, and content by your personal hair characteristics make the shopping experience addictive and comprehensive, and when complemented with stellar customer service, builds confidence that you can’t lose when shopping with Folica. Additionally, their “top 10” sections making cherry-picking hair products and tools an absolute breeze.

4. Taking it to other avenues: Mind you, the items we’ve discussed above have only been about the website alone. Of course, like other nurturing community, the user-submitted activity and brand content distribution extends to the rest of their networks on Twitter, Facebook, YouTube, and Pinterest. Taking it to other social avenues ensures that online chatter about Folica keeps on rolling. is quite the case study even when it comes to referral traffic as well. Users can refer friends to the website, and when those friends make their first purchase on the site, users receive credits in their accounts. In’s case, referrals have a snowball effect. Not only does this tactic drive conversions up on the site, but it also pushes search engine traffic to the website. A quick Google search for “Sedu Flat Iron” will show you that ranks before Amazon when it comes to hair tools. While their organic ranking varies depending on what you’re looking for, Folica supports their website through Pay-Per-Click advertisements, establishing their position as a leading online shopping retailer for hair care.

Dhvani Merchant contributed to this blog post.  



Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>