Case Study: Muk Haircare achieves better customer insight and faster decision-making with Phocas

Muk haircare uses Phocas to go deep into the detail and build trust with customers

Muk Haircare faced a sudden shift in demand during the Covid-19 disruption, as many salon customers closed or reduced trade and the company needed a better way to support open salons with the right products. To stay trusted advisers, Muk used Phocas data to understand sales history, spot what customers were most likely to need, and respond quickly as market conditions changed.

Using Phocas, Muk Haircare’s team reviewed daily sales and inventory dashboards, drilling into results by state, customer, product, and channel to guide customer conversations and internal decisions. The vendor Phocas helped Muk move faster and make more informed choices, with Rob Seeley noting that without Phocas they would be “in the dark”; the platform enabled quicker direction changes, better customer support, and more productive sales activity during a highly volatile period.