Case Study

From QVC to Ecom: How Chaz Dean Launched a Shopify Store and Increased AOV by 21%

Learn how the celebrity hairstylist and king of QVC brought his brand's personalized salon experience online with Octane AI's product recommendation quiz.

21%

Higher AOV

85%

Completion Rate

700+

Products

200M+

Bottles Sold

About WEN by Chaz Dean

WEN by Chaz Dean is a holistic hair and skin care brand that nourishes the body with natural oils and extracts. You probably know Chaz Dean as a celebrity hairstylist and the king of QVC.

His brand spans over 700 products and has sold well over 200 million bottles in the last ten years, making it one of the largest brands to ever appear on QVC. But Chaz realized that putting all his chips into a single channel can be extremely risky.

So he decided to own the customer experience and put the brand's success into his own hands by creating his own Shopify store in partnership with the full-service ecommerce agency Trellis.

Company Info

Industry

Hair & Skin Care

Founder

Chaz Dean

Platform

Shopify Plus

Agency Partner

Trellis

The Challenge

Trellis teamed up with Chaz Dean to create their Shopify Plus store with a beautiful UI and conversion optimization strategy while enhancing the overall user experience. And that experience needed to resonate online as it does in Chaz's highly acclaimed salons — which means personalization and product recommendations!

Opening a New Channel

Transitioning from QVC to owning the direct-to-consumer experience

Large Product Catalog

Over 700 products across hair and skin care categories

Replicating Salon Experience

Bringing personalized consultations online

Customer Guidance

Helping shoppers find the right products for their unique needs

The Solution

Trellis knew that Chaz Dean needed a consultative and curated experience for potential customers to pick the right hair and skin products that meet their unique needs. That's where Octane AI's product recommendation quiz came in.

Quiz as the Main Call-to-Action

Chaz Dean routes site visitors to their quiz from the moment they land in the store. The brand uses the quiz as the main CTA in the website hero section, along with a "perfect match" option in the nav bar.

Why Route Site Visitors to the Quiz?

Curated Recommendations: Instead of browsing through a big product catalog, shoppers are given 1-4 product recommendations that best match their concerns which increases conversion rates.
Zero-Party Data Collection: Chaz Dean collects clean customer data and uses it to inform business decisions and personalization.
Email Opt-In: Chaz Dean asks shoppers to opt-in to email at the end of the quiz. So even if that shopper doesn't convert right away, Chaz can continue to communicate with them via an owned channel.
Higher AOV: The AOV for a customer that takes the quiz is 21% higher than for customers who don't.

Branching Quiz Logic

With an 85% completion rate, Chaz Dean's quiz asks customers a series of questions. The first question "Are you looking for hair care, skin care, or both?" influences the pathway of the quiz, creating a personalized experience for each shopper.

Detailed Hair Care Questions

If the customer selects "hair care," the next set of questions revolve around their specific hair needs:

1.My hair type is:

2.My hair texture is:

3.My ideal hair is:

4.My primary hair concern is:

5.How much of your scalp do you see through your hair?

6.How often do you cleanse?

7.My scalp is:

8.What is your typical styling routine?

Personalized Results Page

Based on the customer's answers, they receive tailored product recommendations. Here's a sample results page for a customer with fine hair type and a thinning concern:

🎯

Personalized Recommendations

Shoppers receive 1-4 products tailored to their specific hair and skin needs.

📧

Email Capture

Integrated opt-in collects subscriber information for ongoing marketing.

📊

Zero-Party Data

Clean customer data synced to Klaviyo for personalized email flows.

🔀

Branching Logic

Different quiz paths for hair care, skin care, or both categories.

The Results

The partnership with Octane AI has transformed how Chaz Dean connects with customers online, delivering exceptional results that mirror the personalized salon experience.

21%

Higher AOV

Quiz takers have a 21% higher average order value compared to non-quiz customers.

85%

Completion Rate

The vast majority of shoppers who start the quiz complete it through to results.

1-4

Product Recommendations

Curated suggestions based on individual needs instead of overwhelming catalogs.

∞

Scalable Personalization

Bringing the in-salon consultation experience to every online customer.