Turning customer data into impactful business growth.

Great Clips needed to reduce rising discount costs without reducing salon traffic. By connecting customer data across thousands of locations, we identified who truly needed an incentive to return and built a smarter way to act on that insight.

The Growth Opportunity

Millions of customers. Thousands of locations. No unified view.

Great Clips’ franchise model created a fragmented view of its customers. Without a way to connect and understand behavior across 4,400+ locations, broad discounts became the default, even for customers who didn’t need them.

The opportunity: Transform scattered customer data into intelligence that could drive return visits at scale.

Smiling hairstylist uses clippers and a comb to trim a male customer's hair in a bright, modern salon with green accents.

100%

franchise-owned

4,400+

locations

1,100+

independent franchisees

Our Perspective

Better marketing starts with better intelligence.

The problem wasn’t offering discounts. It was knowing who needed them.

Once customer data connected across locations, an important insight emerged: Great Clips was offering discounts to many customers who were likely to return on their own. By bringing behavioral data together across the enterprise, Great Clips could better predict return visits, identify customers at risk of lapsing and see when outreach was most likely to make a difference.

Flow diagram showing how Great Clips customer data from point-of-sale, CRM, digital engagement, and operational systems moves through Snowflake Data Cloud, a marketing platform, and audience segmentation to activate personalized email, web, and direct mail communications, with data feeding back into the system.

Vertical flow diagram showing how Great Clips customer and operational data flows through Snowflake Data Cloud, a marketing platform, and audience segmentation to activate personalized email, web, and direct mail communications, with feedback looping into the data system.

What We Delivered

Turn fragmented data into a unified customer intelligence engine.

Data foundation

Connected customer, transaction and location data across 4,400+ salons to create a unified view of customer behavior.

Timeline comparing two guests’ haircut visit patterns against their expected return windows. Guest A is on schedule, while Guest B is overdue and triggered for a personalized re-engagement journey.

Customer intelligence + predictive modeling

Used lifecycle and haircut-cycle behavior to identify who was likely to return and who needed an incentive.

Marketing automation dashboard showing coordinated print, app, and email communications across the customer lifecycle, with a personalized haircut reminder and offer powered by Snowflake data.

Journey decisioning

Leveraged Snowflake to determine the right message and discount for each customer based on their behavior.

Collage of Great Clips digital marketing campaigns featuring promotional emails, social media posts, mobile app messaging, and a $10 off haircut offer, showcasing consistent branding and customer engagement across channels.

Omnichannel activation

Transformed individual customer signals into coordinated cross-channel communications and offers, delivering more relevant experiences at scale.

Measurement + optimization

Linked engagement, redemption, cost and ROI to give teams the insights they need to continually optimize the program and make smart business decisions.

Marketing performance dashboard showing guest engagement, offer redemption, costs, and ROI, alongside a test-versus-control diagram illustrating how Snowflake measures statistically significant campaign results.

Smiling Great Clips hairstylist uses clippers and a comb to trim a male customer's hair as he sits in a salon chair wearing a branded cape.

A Deeper Look

Knowing who needs a reason to come back.

Once we understood that not every customer needed a discount to return, the connected system helped identify each audience’s unique needs. This made it easier for Great Clips to move from blanket promotions to more targeted engagement without adding work for independent franchisees.