How INH Uses 3 Quizzes to Personalize Shopping  

Their Challenge: Get to Know Customers to Personalize their Journey

Personalization is one of the biggest trends in ecommerce today.

But it is not a one-way road.

Brands that want to personalize the right way need to get to know their customers better first, then implement personalized interactions based on the information customers volunteer—which we call zero-party data. 

INH Hair's first step on the road to personalization was to get to know customers with quizzes.

The Solution: Quiz³

INH uses Octane AI to develop onsite quizzes that enable them to collect zero-party data and learn about customer preferences.

Or, as is the case with its partnership with Hello Kitty, to launch a new collection and just have some fun with the INH community. They did that too with a Carebear-themed quiz that drives brand-building and community engagement.

We love INH's themed quizzes, but the real deal for the brand are these three staple quizzes below 👇:

1. Color Matching Quiz

The color matching quiz helps users find the right color for their hair extension. Within one year, this quiz helped INH capture 1.2 million zero-party data points and 45,000 emails. 

And that's not all, the quiz also helps reduce customer support inquiries and returns. 

2. Ponytail Quiz

With 60,000 captured emails, a completion rate of 70.5%, and an average conversion rate sitting at 8%, this quiz asks questions to guide customers toward the perfect ponytail extension. 

3. Extension Quiz

The extension quiz is fairly similar to the ponytail quiz, helping customers find the best product that matches their needs, while also learning their level of awareness when it comes to extensions. One in every 10 customers who take the extension quiz makes a purchase right away. 

Quizzes are the cornerstone of ecommerce personalization. They provide an interactive onsite experience that assists customers just like a retail associate would in a brick-and-mortar store. 

But the opportunities for personalization don't end with a product recommendation. 

The integration between Octane AI and Klaviyo makes it simple for INH to create personalized follow-up emails. The team marries zero-party data about customers' hair color, length, style, along with the email address collected through quizzes with Klaviyo’s engagement metrics to develop nuanced messaging aimed at specific groups of customers.

For example, when INH runs promotions on ponytail extensions, everyone who has taken the ponytail recommendation quiz receives an email about the deal. INH offers a robust line of ponytail extensions, so this quiz has been a standout for customer engagement.

“That particular flow has a higher click-through rate and a higher order-placed rate than any of our non-personalized flows.”

- Lisa Passanisi, Retention Marketing Manager of INH

Or, if a quiz reveals a customer is new to the world of hair extensions, they receive an email about the basics of extensions: how to choose quality extensions, what it takes to care for that hair, and how other people use extensions to feel their best.

“A lot of our customers are first-time hair extension buyers. And that totally reshapes the way we reach out to them. There is a lot of education and follow-up there versus someone that may have bought extensions before from a previous brand. That insight was huge for us and something we were able to uncover directly from our quizzes.”

- Lisa Passanisi, Retention Marketing Manager of INH

If you want to learn more about how INH uses quizzes for ecommerce personalization and retention, watch our conversion with INH's Retention Marketing Manager, Lisa Passanisi 📽.

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