The client
WellaStore is the official retail and professional platform for Wella Professionals, offering a wide range of high-quality hair care, styling, and colouring products trusted by salons and hairdressers worldwide.
Designed to serve both industry professionals and beauty enthusiasts, the store provides access to the latest innovations, tools, and exclusive collections from brands like Wella Professionals, Koleston Perfect, Blondor, and more. With expert guidance, educational resources, and convenient online ordering, Wella Store supports customers in achieving salon-quality results at home or in a professional setting.
The Objective
Wella wanted to start 2025 with an impact. Following a successful September Spin to Win activation, the brand was keen to bring the game back, this time with a focus on increasing sales, average order value (AOV), and DSO adoption.
The goal? To turn a quiet trading month into an opportunity to drive revenue, reward loyal customers, and grow their CRM base with an engaging mechanic that cut through inboxes and feeds.
Key objectives included:
- Boosting customer engagement and brand loyalty
- Increasing online orders and basket size on Wella Store
- Growing the email marketing database
- Encouraging repeat purchasing behaviours
- Increasing Digital Sales Order (DSO) usage
PrizeShark Solution
We brought the excitement of Spin to Win back to Wella Store in January 2025 with a refreshed incentive: spend £/€200 or more and unlock a spin. The game mechanics remained simple and accessible, but this time, we introduced new prizes, better pacing, and stronger CRM support to push performance even further.
To build anticipation, we teased the campaign to existing customers via email and social in the days leading up to launch, encouraging early opt-ins and sign-ups. A series of seven CRM campaigns across the UK & Ireland kept the momentum going throughout the month, while a strategic prize drop schedule helped retain customer interest right to the end.
We also closely monitored user behaviour and campaign performance in real time, using insights from the September game to fine-tune messaging, spend thresholds, and reward timings.
THE RESULTS
1,128
spins up +121%
vs. September 2024
+17%
sales uplift
vs. January 2024
36%
DSO adoption,
up +4% YoY
183
new CRM opt-ins were
added to the database
AVERAGE ORDER VALUE
£376 (-11% MoM due to multiple
smaller orders for spin eligibility)
CRM CAMPAIGNS
7 emails, £77k in attributed sales,
+25% vs. September
EMAIL CTR
spins up +121%
vs. September 2024
SOCIAL REACH
spins up +121%
vs. September 2024
WHAT WELLA HAVE TO SAY ABOUT PRIZESHARK
What can I say?! James, Lizzie and the team at Prizeshark are amazing to work with! Such a friendly and helpful team and nothing is too much for them. Prizeshark have helped us with our Gamification strategy on our Wellastore. Spin to Win works really well for us, the team create the game and the assets of the game. I will share an idea of what I would like and they come back with some options. Our sales, conversion, gain and AOV grow YoY with gamification and our customers look forward to the activations. The team handle all the customer queries and deliveries of the prizes. Such a great team to work with!
Emily Prosser, E-Commerce Manager at Wella
Key Learnings
- Customers were splitting purchases into smaller orders to maximise their spins—future campaigns may benefit from adjusting spend thresholds or limiting plays per customer.
- Teasing the campaign in advance helped drive early opt-ins; future iterations will further leverage pre-launch comms to boost CRM growth.
- Saving big prizes for the final days encouraged continued engagement and repeat visits.
- While the mechanic still resonates, we noted a slight dip in email engagement—prompting early planning for refreshed formats or creative gamification ahead of Black Friday.
Final Thoughts
January is rarely the most exciting retail month, but Wella proved that with the right mechanics, data-driven planning, and creative storytelling, you can turn a traditionally slow period into a high-performing one.
Spin to Win January 2025 didn’t just drive sales and plays; it deepened brand loyalty and expanded Wella’s CRM foundations for future success.
