MerMarché
MerMarché began as a number of successful hair salons along the West Coast. After developing a range of beauty products and selling in their own salons, MerMarché wanted to become a brand with salons, rather than salons that sold products.
MerMarché began as a number of successful hair salons along the West Coast. After developing a range of beauty products and selling in their own salons, MerMarché wanted to become a brand with salons, rather than salons that sold products.
Already established but in the wrong market, MerMarché wanted to completely pivot their focus from their physical store offering to being a beauty product brand.
Strategy was key to the brand pivot as was the Webflow Ecommerce website Never Settle built that embodied the existing brand while focusing on the new strategy.
Pivoting from a self-served Shopify store, the new Webflow store offered greater customization and the ability to create content focused on their products.
With MerMarché already established as a salon brand, it was important not to undo the hard work of building and audience. Instead the strategy was to retain and re-educate the existing audience while attracting new customers who are brand new to MerMarché. While the niche remained the same, the change of direction from in-person service-based to organic, sea-based products involves product education in order to stand out in a very competitive landscape.
When it comes to Ecommerce, Shopify, WooCommerce and Webflow are incredible platforms to build a store on. When it comes to choosing a platform, it comes down to the goal of each individual business. MerMarché was already established on Shopify, but with a limited product range, wanted to focus more on content. Educating their audience on thebenefits of producted derived from the ocean was important not just to increase sales, but from an SEO perspective to build the brand in search.
With MerMarché already being an established brand, Never Settle deciced to build out the brand rather than start from scratch. Sampling beachy tones that related to the organic, sea-derived products softened the color pallet and adding bold but classy serif fonts helped to elevate the brand to its desired price-point. The goal was tobuild the brand into the beauty product space and not to knock it down and build in a different direction.
