As the industry-leading destination for professional-quality hair color, hair care, and nails, Sally Beauty is redefining convenience and accessibility in the beauty retail space. The company’s robust omnichannel strategy is bringing quality products and expertise to millions of customers with unmatched value wherever they shop: in-store, on the Sally Beauty app, online, or through third-party marketplaces like Uber Eats.

Meeting customers wherever they shop

For over 60 years, Sally Beauty has been a go-to destination for beauty enthusiasts and salon professionals attracted by the store associates’ expertise and a category-leading product selection, including what the company says is the largest omnichannel assortment of professional hair color. Sally Beauty is pairing its best-in-class assortment with free hair color advice from licensed professionals through the retailer’s Licensed Colorist OnDemand program to ensure expertise is at the forefront of the customer experience. “Our goal is to help customers feel confident in their purchase,” says Anne Hill, Senior Director of Ecommerce at Sally Beauty, giving them a “reliable way to get salon-quality results at home.”

An Omni channel strategy helps drive growth

When Sally Beauty first enabled online orders in 2019, it was only through Sally Beauty's website, with inventory shipped overnight from a centralized warehouse. Today the retailer offers online orders and 2-hour delivery from its own website and app, as well as from third-party marketplaces like Uber Eats. “We want to reach our customers wherever they may be shopping,” says Hill. “Whether that’s on our website, on our app, or on a platform like Uber Eats, our goal is to make it easy for people to access Sally Beauty’s curated assortment of quality products.”

The omnichannel strategy is paying off: Omnichannel customers “have a 2-3 times higher lifetime value” than people who only shop in Sally Beauty’s brick-and-mortar stores, due to higher average order value and increased order frequency.

Getting fast, frictionless fulfillment with Uber Direct

In today’s retail landscape, customers expect easy online ordering and the option to get products delivered in hours, not days. To help achieve this, Sally Beauty has worked with Uber Direct since 2021 to ensure that the retailer's most loyal customers, who shop on Sally Beauty’s website and app, can select convenient 2-hour delivery as well as earn loyalty points from the retailer. “Our store associates pick and pack online orders at over 2,500 stores in the US, and Uber couriers handle the last-mile delivery,” says Hill. “It takes the burden off our store teams and delivers what the customer needs, fast.” Working with Uber Direct also helps the retailer reduce fulfillment costs and increase reliability. Explains Hill, “Delivery with Uber meets customer expectations for convenience while simplifying fulfillment operations for in-store staff.”

Uber Eats promotions deliver a strong return on ad spending

In 2025, Sally Beauty became the first beauty retailer to launch on the Uber Eats marketplace. To increase visibility and conversion rates there, Sally Beauty invests in Uber Ads and Offers, working closely with the Uber team to create tailored promotions that resonate with its shoppers.

Discounts like 20% off orders over $40 have been among the most effective tactics so far. “Our strategic promotional cadence has worked really well for us, helping us increase average order value and drive new customer growth,” says Hill. The return on ad spending has been impressive. Notes Hill, “We’re seeing a positive return on ad spend investing in Uber Eats ads, making us want to continue testing offers and growing sales with these strategic promotions to drive scale.”

Seamless SKU and inventory management at scale

Innovation is important to Sally Beauty’s culture, so the speed at which they launched with Uber Eats and the smooth ongoing operations have been highlights of the collaboration. From contract signing to the first online orders was just 60 days, exceeding all expectations and showcasing the strong communication and alignment between the Sally Beauty and Uber teams. “We had great support across all parts of Uber, which made the process fast and seamless,” says Hill.

Another critical contributor: The support of Productsup, a leading feed management and syndication platform for enterprises. Sally Beauty lists 10,000 to 15,000 SKUs online with a variety of marketplaces, with its 2,500+ stores nationwide supporting fulfillment. Coordinating product content and inventory data across this footprint is a massive undertaking, and Productsup helps the retailer streamline and scale that process by offering advanced AI and automation for data mapping and validation, content generation, and distribution. “Productsup translates our data into what each marketplace needs,” says Hill. “They make sure our product feeds stay clean and optimized, and they help fix any issues behind the scenes.”

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