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Toni & Guy's global e-vamp

The upmarket hairdressing chain is overhauling its digital strategy to offer e-commerce services to 30 countries. The plan is set to vastly improve their internal communications.

The revamp, part of the company’s strategy of developing a consistent global brand identity will see the company sell its entire range of commercial and professional hair products online for the first time.

E3 Media won the contract to develop the updated web service, which will roll out later this year. Toni & Guy is planning to use the website to promote it’s media division, which includes its customer magazine and Toni & Guy TV.

“With the worldwide growth of the company, our communication systems had to be readdressed,” said James Tarbuck, head of Toni & Guy Media.

The website, which will be promoted externally and internally, will be crucial for internal communications and internal brand consistency. It will allow the growing franchisee network to access marketing and brand guidelines for local markets.

The site will also improve the online training programme for stylists that will support the salon chains worldwide network of training academies.

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