Case Study: XKD boosts customer retention and grows female clientele with EPAM Continuum

XKD Brand and Customer Experience Redesign

XKD, a Shanghai-based haircutting startup, partnered with EPAM Systems (EPAM Continuum) as it expanded to nearly 50 stores but found its brand image and customer experience had not kept pace. The company wanted to refresh its brand and store design while exploring a more holistic omnichannel experience and new revenue opportunities without disrupting its core haircut service.

EPAM Systems led workshops with XKD’s leadership to define a “be better” brand strategy and translate it into new retail, visual identity, and service guidelines. The solution introduced features such as a hairstyle selection guide, a hairstyle diary, and a self-serve styling bar, and it delivered measurable results: the first concept store opened in August 2016, 16 new stores launched by the end of the year, customer retention rose 16%, and the female customer base increased from 36% to 44%.

XKD