Redken 5th Avenue NYC is using the mobile medium to let salon professionals access the company?s online community via iPhone and Android applications.

The application helps stylists find featured hair color formulas and keep clients on schedule with a timer to prevent over-processing. The company also launched a mobile site, which is powered by Usablenet.

?In an effort to engage customers across multiple channels, Redken has optimized its full product catalog, a location-based salon-finder that allows consumers to find their closest Redken salon, and essential brand information that equips consumers with all the knowledge they need before they go to the salon,? said Nick Taylor, president of Usablenet, New York. 

?The mobile site is also an important way for Redken to further engage with salon professionals by delivering crucial brand information directly to the handheld devices of its stylists,? he said.

Redken provides salon professionals with innovative products, inspiring education and exclusive salon programs to be as successful and profitable as possible.

Usablenet lets companies optimize versions of their Web site across multiple channels via its platform.

Color me mobile
Redken decided to roll out a mobile application and site after it conducted a survey last year of its professional database.

The company found that 36 percent of salon professionals owned a smartphone and 27 percent of those who did not have a smartphone indicated that they were intending to buy one in the next six months.

The application helps salon professionals with tools to help them growth their business.

?By extending core brand functionality to mobile, Redken can easily engage its customers and salon professionals with a personalized user experience that is available wherever they are,? Mr. Taylor said. ?As smartphone adoption continues to grow significantly and mobile users become increasingly mcommerce savvy and Usablenet supports Redken in keeping up with the demands of its customer base.?

Stylist network
The application, which is free in Apple?s App Store, lets stylists access Redken?s social network ? The Break Room ? to update their status, ask advice from the community, share photos of their clients and engage with salon-industry experts.

Additionally, the application can be used as a timer with multiple alarm tones that can be set for several clients at once.

The company also has a mobile site that salon professionals can access by entering m.redken.com on their mobile browser.

The mobile site features Redken?s full product catalog, information about the products and a geo-based salon-finder that lets consumers find their closest Redken salon.

?Branded applications are an important component of a brand?s multichannel customer engagement strategy,? Mr. Taylor said. ?Smartphones like the iPhone and those running Android?s operating system have loyal communities, and their applications receive great distribution through branded app stores.

?Mobile applications are an excellent way to deepen brand loyalty by delivering customized content to consumers in a unique app environment that is becoming increasingly popular,? he said.

Final Take
Redken stylists give consumers tips on hairstyles