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Manchester startup gives nail firm a €5 million sales boost


Manchester startup Formisimo has helped nail firm Pink Gellac to increase turnover by an annualised €5 million.

Slough-based Pink Gellac is a leading manufacturer of gel nail polish and sells directly to customers in the US, UK and Europe through E-commerce websites.

Earlier this year, Pink Gellac selected the checkout and form analytics firm Fortissimo, based at MediaCityUK, to help improve their checkout process. Their brief was to get access to deep customer-driven intelligence on how to improve their online checkout process in time for their busy Christmas period.

Pink Gellac rolled out changes to their checkout process resulting in a 14% increase in sales, delivering an additional €1 million of sales that would otherwise have been lost. Annualised, this is an additional €5 million in online sales.

Steven Renes, CEO of Pink Gellac, said: “Formisimo increased our turnover by 1 million euros, which will increase to 5 million euros over the next 12 months. This is a significant return on investment.”

Al Mackin, CEO and founder of Formisimo said: “The Formisimo team worked with Pink Gellac to ensure that the integration process was pain-free, and our platform delivered powerful, actionable insight that has led to a strong increase in sales.”

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