Sally Beauty is boosting online sales with convenient on-demand access
2 December 2025 | United States
As the industry-leading destination for professional-quality hair colour, 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.
Sally Beauty, by the numbers
60 days
from contract signing to first order delivered by Uber162%
increase in sales per store on Uber Eats (comparing Apr 2025 to Oct 2025)2-3x
higher omnichannel customer lifetime value (CLV) compared to customers who only shop in-storeMeeting customers wherever they shop
For over 60 years, Sally Beauty has been a go-to spot for beauty lovers and salon pros, drawn in by the staff’s expertise and a top-notch range of products—including what the company claims is the biggest omnichannel selection of professional hair colour. Sally Beauty is combining its best-in-class range with free hair colour advice from licensed professionals through the retailer’s Licensed Colorist OnDemand program, making sure expert knowledge is front and centre in 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 stock shipped overnight from a central warehouse. These days, 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 might 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 range of quality products.”
The omni-channel strategy is paying off: Omni-channel customers “have a 2-3 times higher lifetime value” than people who only shop in Sally Beauty’s physical stores, thanks to higher average order value and more frequent orders.
Getting fast, seamless fulfilment 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 choose convenient 2-hour delivery as well as earn loyalty points from the retailer. “Our store team members 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 pressure off our store teams and delivers what the customer needs, quickly.” Working with Uber Direct also helps the retailer reduce fulfilment costs and boost reliability. Hill explains, “Delivery with Uber meets customer expectations for convenience while making fulfilment operations simpler for in-store staff.”
Uber Eats promotions deliver a strong return on ad spend
In 2025, Sally Beauty became the first beauty retailer to launch on the Uber Eats marketplace. To boost visibility and conversion rates there, Sally Beauty invests in Uber Ads and Offers, working closely with the Uber team to create tailored promotions that connect with its shoppers.
Discounts like 20% off orders over $40 have been some of the most effective tactics so far. “Our strategic promotional schedule has worked really well for us, helping us lift average order value and drive new customer growth,” says Hill. The return on ad spend has been impressive. Hill notes, “We’re seeing a positive return on ad spend by investing in Uber Eats ads, which makes us want to keep testing offers and growing sales with these strategic promotions to drive scale.”
Uber Eats lets us tap into a community of people who might not be loyal Sally shoppers just yet.
— Anne Hill, Senior Director of Ecommerce, Sally Beauty
Effortless SKU and inventory management at scale
Innovation is a key part of Sally Beauty’s culture, so the speed at which they launched with Uber Eats and the smooth ongoing operations have been standout features of the partnership. From signing the contract to the first online orders took just 60 days, surpassing all expectations and highlighting the strong communication and alignment between the Sally Beauty and Uber teams. “We had fantastic support from every part of Uber, which made the process quick and seamless,” says Hill.
Another crucial factor: The support of Productsup, a leading feed management and syndication platform for enterprises. Sally Beauty lists 10,000 to 15,000 SKUs online across a range of marketplaces, with its 2,500+ stores nationwide supporting fulfilment. Coordinating product content and inventory data across this network is a huge task, and Productsup helps the retailer streamline and scale that process by providing 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 optimised, and they help fix any issues behind the scenes.”
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