Treatwell started life as an idea around a dining room table in 2008. Now, over 25,000 salons across 11 European countries have partnered with Treatwell, making the most of both the salon software and the consumer-facing hair & beauty booking platform. The research partnership between Kadence International and Treatwell has been integral to this growth journey. Building strong B2B relationships is at the heart of Treatwell’s success. Its partnerships with hair and beauty businesses allow it to provide a thriving marketplace of services for its B2C customers across Europe. Treatwell wanted to further understand and deepen these B2B relationships to uncover new opportunities for growth.
What we did
We designed and executed an extensive programme of research, spanning 3 phases, 10 countries and 2 B2B audiences. At every stage of the process, the research methods were tailored to gain the richest possible insight across this broad range of geographies and audiences. We began merging traditional market insight with desk research to help Treatwell understand the market landscape across Europe. Next, we conducted interviews with salon partners to understand more about their needs and expectations of Treatwell. Finally, we harnessed a CATI approach to ascertain the size of the opportunities identified as part of the research.
The impact of the research
Findings from the research have shaped every aspect of Treatwell’s strategy. A rich understanding of its salon partners’ needs has informed everything from the proposition Treatwell offers, right through to the messages it leverages in its comms with this audience.
Kadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.Performance Marketing & Analytics Director