- Custom Development
- Replatform & Migration
- Data Mapping
- ERP/Systems Integrations
Llongueras & Jean Louis David
How Provalliance transformed its websites into acquisition and retention platforms with Shopify and Klaviyo
Services
Context
LLongueras and Jean Louis David, leading brands in the sector managed in Spain by the Provalliance group, had an extensive network of salons and a consolidated position. However, their WordPress websites had technical limitations, performance issues, and a poorly optimized booking process, which directly impacted conversion.
Furthermore, content management was not scalable for such an extensive network, and the customer database was not strategically used to drive repeat business or growth.
The challenge was clear: transform the website into a strategic platform for customer acquisition and appointment generation, capable of strengthening brand positioning, optimizing the booking experience, centralizing the management of the salon network, and laying the groundwork for future e-commerce and omnichannel integration.
Goal: to make the website a real, measurable, and scalable growth channel for the business.
Shopify as the Core Platform for Provalliance
The migration to Shopify was a strategic recommendation from Webmefy. Although the brands were not selling products online at the time, they planned to do so in the future, which is why Shopify was proposed as the central platform from the beginning.
The decision was based on a medium to long-term vision: to build a solid, scalable infrastructure ready to evolve the business model without the need for new migrations.
Shopify offered a stable and secure platform, a robust CMS for managing large volumes of structured content, direct integration with CRM and automation tools, and native preparation for future eCommerce. Additionally, it reduced reliance on plugins and the technical burden for internal teams.
In this way, technology not only solved current problems but also aligned the platform with a strategy focused on data, retention, and sustainable growth.
Shopify as a CMS and Klaviyo as a retention engine
A digital architecture was designed for a wide network of salons, focused on conversion and ready to work with the customer database from day one.
The website structure was organized around four main blocks: brand, services, salons, and editorial content. The salon finder became the main conversion driver, while the service pages were structured dynamically and reusable from the CMS.
Key functionalities were developed, such as an advanced salon locator with geolocation, reusable content modules for campaigns, and an architecture ready to enable eCommerce in the future without the need for a website redesign.
In terms of integrations, the online booking system was connected with the service and salon navigation, Klaviyo was implemented as a CRM and automation platform, and analytics tools were incorporated to measure user behavior and optimize conversion.
Database Activation: Appointment-driven CRM strategy
One of the most relevant changes was transforming the website into an active channel for retention and appointment generation.
With the integration of Klaviyo, the customer and booking database was centralized, enabling an omnichannel communication strategy through email, SMS, and WhatsApp. Lead capture forms were activated at different points on the website to collect contact data and enrich customer profiles.
Based on this, dynamic segmentations were designed according to behavior, service type, visit frequency, or inactivity, which allowed for launching more relevant and personalized communications.
The strategy was supported by automated flows aimed at recurrence: welcome flows for new leads, maintenance reminders according to service, post-visit surveys, birthday campaigns, personalized hair diagnoses, and reactivation flows for inactive customers.
Additionally, specific campaigns were developed by service type and local promotions, combining email and SMS to maximize reach and conversion.
This approach allowed transforming the database into a real business lever, activating existing customers and generating recurring traffic to the salons.
User experience and design for Llongueras and Jean Louis David
A mobile-first approach was adopted, optimizing loading times and prioritizing direct access to key actions: find a salon, book an appointment, and explore services. Navigation was simplified to reduce unnecessary steps, and visual content was integrated as a key element to reinforce the brand and guide the user toward conversion.
The result was a clearer, faster, and action-oriented experience, aligned with each brand's identity.
The redesign focused on conveying the premium positioning of both brands and simplifying the booking journey.
SEO and visibility
After migrating to Shopify, an SEO strategy was developed to recover and surpass previous organic visibility.
301 redirects were implemented to preserve URL authority, the site's technical structure was optimized, and key performance aspects such as image loading, fonts, and resources were improved.
The strategy combined technical optimization, content structuring, creation of articles targeting service keywords and evergreen searches, and an additional layer of optimization for AI results through content oriented toward search intent and frequently asked questions.
Evolution
Following the migration to Shopify (April and September 2025), Llongueras and Jean Louis David activated an SEO and content strategy that allowed them to progressively recover and surpass their organic visibility. In both cases, the trend was clearly upward after the launch, accumulating over 20 million impressions and hundreds of thousands of organic clicks, consolidating a sustained improvement in positioning.
But beyond traffic, the objective was clear: to increase salon bookings through the digital channel.
Thanks to the new platform, the optimization of the appointment process, and the strategic activation of the database through CRM, both brands have transformed their websites into a real channel for generating appointments. Today, the digital experience not only reinforces brand positioning but also drives repeat business, reactivates inactive clients, and generates constant traffic to the salons.
The new infrastructure has ceased to be a mere showcase and has become a direct business lever. Furthermore, it is prepared for future growth: e-commerce integration without redesigns, development of an omnichannel strategy, and advanced personalization and retention activation.
The combination of Shopify as the central platform and Klaviyo as the CRM engine allows for working on acquisition, recurrence, and customer lifetime value from the outset, aligning technology and strategy with the project's main objective: to turn the website into a scalable engine for appointment generation and growth for the salon network.
Let's discuss your business objectives
Schedule a call with our experts