The Challenge:
For many retailers, there comes a point in their business planning when they must decide to either remain small or take the leap and commit to expansion. For Chatters, a hair salon chain and Canada’s largest retailer of professional hair-care products, that point came a few years ago. The company made a conscious decision to shift from a small-business to an enterprise mindset—and its marketing needed to follow suit. Chatters was steadily increasing its number of locations in Canada; however, multiple print vendors, complex processes, and new technology implementations were making it difficult to execute national campaigns and reinforce the Chatters brand in salons across the country.
