A family business that needed an operator, not a vendor
Buy Rite Beauty is a national B2B e-commerce retailer of professional salon and spa equipment, with a foundation that traces back to a 1936 walk-in store in Savannah, Georgia. The catalog spans Takara Belmont, Collins, Pibbs, Belvedere, Continuum, J&A, Norvell, and Chelsea Backwash. The buyer is a salon owner, barbershop, or beauty professional making a four-figure capital purchase, often financed through SNAP or lease-to-own.
That decision cycle requires sustained brand presence, product education, financing visibility, and direct-response paid media all working on one calendar. Buy Rite had product depth, customer goodwill, and a long history. What they did not have was a digital program that matched the catalog. Paid social was running without a consistent creative system, the social calendar was inconsistent, and revenue attribution was not being managed at the campaign level.
Digital1010 ran the paid social, content, and reporting operation across a multi-year engagement starting in 2017.
Catalog Sales as the revenue engine
We built and ran a dynamic Catalog Sales campaign as the primary direct-response engine, dynamically merchandising the product feed against high-intent audiences. In 2018 alone, this single campaign produced 223 website purchases and $224,599 in tracked conversion value at a $4.08 cost per result and a 246× return on ad spend.
Layered against Catalog Sales, we ran focused conversion campaigns against the highest-margin and highest-velocity product lines: Takara Belmont, Collins Barber Chair, Chelsea Backwash, and Pibbs. The Single Product Dynamic campaign produced 71 purchases at a 194× return. Each campaign was structured to support both first-purchase conversion and remarketing against catalog visitors.
Always-on social content
Monthly social content calendar across Facebook, Instagram, and Pinterest. Recurring content franchises included BriteIdeas operator tips, FAQ Friday, customer feedback callouts, and salon-of-the-month features. Content was calibrated to support the brand voice of a multi-generational family business while reinforcing the financing and free-shipping offers that drove conversion.
Financing as a creative pillar, not a footnote
SNAP Financing and lease-to-own were treated as primary creative pillars rather than footnotes. Free shipping over $2,500 was used as the seasonal anchor offer for Black Friday, Cyber Monday, and back-to-business cycles. The financing message was integrated into both organic content and paid creative to lower the friction on a four-figure capital purchase. A salon owner buying a Takara Belmont chair is making a year-end capex decision; the creative had to make the financing path obvious before they ever got to the cart.
Monthly reporting against revenue, not vanity
Monthly decks delivered against ad spend, conversion value, return on ad spend, and cost per result. Not impressions and engagement. Each cycle closed with a written read on which campaigns to scale, which to pause, and which catalog segments to push next.
The 2018 reference year
Buy Rite's 2018 Facebook and Instagram program produced 343 tracked website purchases and $353,875 in conversion value against $4,572 in ad spend. That is a 77.4× return on ad spend at the account level.
Reach: 244,803. Impressions: 561,372. Clicks: 19,173. Add-to-carts: 8,341. Page Likes added: 727.
The Catalog Sales campaign alone produced $224,599 in conversion value at a 246× return. The Single Product Dynamic campaign produced $90,748 at a 194× return. The two top campaigns together accounted for the majority of tracked revenue, and both ran at sub-$10 cost per result.
The engagement ran across multiple years, with monthly social content, paid management, and reporting delivered on a continuous cadence from 2017 through 2019.
What we ran
- Paid social strategy and account management on Facebook and Instagram
- Dynamic Catalog Sales build and ongoing optimization
- Single-product conversion campaign management
- Pinterest content and account management
- Monthly social content calendar production and publishing
- Creative direction across paid and organic
- Financing and offer integration into the creative pipeline
- Monthly performance reporting and account roadmap
“Buy Rite is a family business with a long history. Digital1010 ran the paid social and content like an operator, not a vendor. The numbers were the conversation every month.
”
Why it carried
The work was a proof point for two things at once: B2B e-commerce direct-response performance under a real revenue line, and sustained content production against a real product catalog. Same operator, same calendar, multi-year cadence. The numbers were the conversation every month.