Wella accelerate salon growth with a fully responsive learning solution
Igniting learning and engagement through intelligent play
The challenge
Wella company believes that opening the mind is as important as developing skills and that ‘intelligent play’ (and the flipped classroom) is a proven, modern way to encourage learners to step out of their comfort zone and live up to their potential.
They wanted their online learning solution, Wella Education, to look and feel like a best-of-breed website, be easy to access and provide stylists with the knowledge and skills they need to succeed.
Wella had explored several LMS solutions but found them all too limited until they found Kineo’s Learning solutions
Flexible by design
Wella Education is built with Totara Learn, providing fantastic core capabilities, but crucially for Wella, allowing for considerable design flexibility, with the ability for Kineo to add custom features and functionality.
The solution uses responsive and adaptive layouts, delivering an elegant and optimised user experience across all devices; smartphones are the primary device for their target audience, so a mobile-first design approach was crucial to the design process.
The target audience for Wella Education is hair stylists and salon owners, who work with (or want to work with) Wella’s superb range of professional hair products. The products used by a salon are at the heart of its service, with Wella being at the premium end of the market, used by top-class salons and stylists. It offers them a ‘CLOSE’ destination within their digital eco-system, completing their Digital Communication Strategy of Catch, Connect, CLOSE & Continue.
Designed for results
Wella Education is designed to look and feel like a premium contemporary website, with a fully responsive interface optimised for mobile, tablets and desktops. The focus of the platform is to provide product knowledge and enable online booking for Wella’s extensive and highly respected face-to-face training seminars. The product knowledge content comprises beautiful interactive learning combined with ‘how-to’ videos with all content optimised for all devices.
The learning journey is designed to be user-driven and completely flexible to learner needs by empowering stylists to work at their own pace and to make the learning their own. By breaking the learning down into smaller units, stylists can complete learning in bite-sized chunks and easily pick up from where they left off.
Learners can filter content down through a variety of filters across ‘Brand’, ‘Category’, ‘Level’ and/or ‘Status’. Salon owners can also order and assign learning for their team to support and mentor their staff’s development.
Seamlessly integrated journeys
As part of the solution, Kineo has also developed an iOS App for Wella (which interfaces with Totara), for use by Wella sales representatives to manage their clients’ education plans and allow for ‘ebooking’ onto instructor-led (face-to-face) training.
Wella Education is available in 21 country/language versions, each with its own translated and market-specific content.
The results
Wella knows that confident, knowledgeable stylists drive product sales, a philosophy proven to grow salon business by 9% on average. To support this, Wella Education delivers a multi-language, multi-device platform that keeps stylists and owners up to date with the latest trends, powered by BI reporting through custom LMS reports and Adobe Analytics.
Built with Kineo and Totara, the platform enables innovation, automation, and tailored learning journeys. As a result, Wella achieved:
- #1 marketing opt-in contributor, generating 4.5% more opt-ins than wella.com
- 400,000+ unique visitors
- 120,000+ registrations, a 3x YoY increase
- 65%+ completion rates
- 100,000 seminar bookings via iOS app
- 62% mobile usage