Chaz Dean is a top haircare brand known for its cruelty-free products. Famous for their Wen by Chaz Dean cleansing conditioners that act as an alternative to traditional shower routines, the brand has made a name for themselves by offering a more holistic approach to hair, skin, and body care.
With a growing number of products, the brand managed separate sites for various product lines, which resulted in a fragmented customer experience and inefficient processes on their Magento (now Adobe Commerce) platform. The need for a more unified platform to boost conversion rates and improve operational efficiency is what ultimately led Chaz Dean to Shopify.
With help from Zaelab, Chaz Dean migrated to Shopify, unifying their product lines and optimizing the site for conversions. The streamlined platform has improved site performance and enhanced the overall customer experience, leading to higher engagement and increased sales.
Since moving to Shopify, Chaz Dean has seen:
- 21% increase in average order value (AOV)
- 20% repeat order rate
- Over $300,000 in additional revenue
The challenge: Fragmented experiences hurt conversions
Chaz Dean struggled with a fragmented digital presence on Magento, where separate websites for various product lines created inefficiencies and disjointed customer experiences. This siloed approach made it impossible to unify their offerings or replicate the highly personalized, consultative experience that defined their highly accredited salons.
The brand aspired to create an online experience where customers could receive tailored recommendations for hair and skin products suited to their unique needs—mirroring the expert guidance they would receive during an in-person consultation.
The team needed a unified platform to streamline inventory management, create cohesive customer journeys, and boost overall performance. Shopify presented as the ideal solution—a single, intuitive platform that could enhance the shopping experience while seamlessly integrating with sophisticated marketing tools to deliver the personalized guidance their customers expected.
The solution: Personalization and seamless commerce on Shopify
Chaz Dean partnered with Zaelab to handle their migration from Magento to Shopify, focusing primarily on consolidating multiple product lines into a single, cohesive site. Beyond creating a unified customer experience, this strategic shift aimed to streamline operations, eliminate backend complexity, and significantly enhance overall site performance across all metrics.
Shopify's flexibility enabled Chaz Dean to integrate tools like Octane AI’s product recommendation quiz, which personalizes the shopping experience for each customer. Using the Octane AI quiz, Chaz Dean can now engage customers with tailored product recommendations based on their individual needs. Not only does this new experience align with Chaz Dean’s brand ethos, but it’s led to significant conversions. Customers who completed the quiz are 21% more likely to make a purchase.
Zaelab also integrated Klaviyo for email marketing automation, enabling Chaz Dean to create behavior-triggered campaigns that encourage repeat purchases and customer retention. Now, when customers complete the brand's product quiz, their responses also generate personalized recommendations as part of a guided selling journey. Thanks to Shopify's intuitive and scalable platform, the Chaz Dean team can effortlessly manage this content alongside their inventory from a single dashboard—streamlining operations while driving higher sales and deeper brand loyalty.
The results: Streamlined sites leads to boosted sales
Chaz Dean’s transition to Shopify has been a major success. By integrating personalized product recommendations and automated email marketing campaigns, the beauty retailer significantly improved customer engagement. This has led to a 21% increase in average order value (AOV) and a considerable boost in conversion.
With a seamless, unified platform, Chaz Dean is now also able to focus on growth and further personalize the customer experience, driving increased sales that have resulted in over $300,000 in additional revenue.
We were completely green to ecommerce when we started working with Shopify. Any time we had questions or needed something modified to fit the business, Zaelab was able to easily accommodate by using Shopify's capabilities or working to extend beyond them. It’s been a wonderful platform to work on.
