How Harvey Nichols is creating a hyper-connected army of personal shoppers
Harvey Nichols is a brand that needs no introduction. Home to the world’s most sought-after brands, for nearly two centuries it has styled fashion-conscious shoppers from royalty to runway models.
Offering discerning fashionistas the latest collections from streetwear stalwarts and sartorial icons — including Balenciaga, Rihanna’s FENTY beauty and Alexander McQueen — Harvey Nichols brings the ultimate fashion experience to customers around the world, every time they walk in store.
In a world where shoppers are increasingly choosing to browse and buy online — especially from their mobile phones — Harvey Nichols must be able offer this same high-touch service, digitally.
Together with Hero, Harvey Nichols are creating the first truly digital department store.
Connecting stores with online customers through Live Shopping
Hero allows shoppers on harveynichols.com — whom require instant style advice and inspiration when browsing online, to tap a button and connect live with one of hundreds of expert stylists across Harvey Nichols’ seven UK stores.
Armed with Hero on smartphones and tablets, Harvey Nichols’ in-store style advisors and stylists can now provide their expertise to ecommerce customers particularly during busy hours online and quieter trading hours in-store. Sending style tips, photos of the latest collections and even live video broadcasts, style advisors are providing a highly visual 1:1 shopping experience.
These interactions lead to sales, allowing associates whom traditionally have only earned commission in-store, to grow their earnings from the millions of customers on harveynichols.com.
“Throughout our partnership with Hero the results have been outstanding, with a significant uplift in sales across every department.”
— Paul Finucane, Group Trading & Stores Director, Harvey Nichols
Building ongoing customer relationships with Black Book
In a highly-competitive retail market, developing customer lifetime value through ongoing relationships is pivotal. Hero’s Black Book feature allows Harvey Nichols’ associates in-store to capture a customer’s details and proactively message them when new, relevant lines drop in store — all from the Hero app.
Instead of receiving emails that fall on the pile of ‘unread’, shoppers can receive personal, tailored communications from associates they’ve met in-store or online — via messaging — in the same way they text with friends and family. With 80bn text messages sent around the world daily, it’s simply the most engaging method for forging ongoing relationships between customers and stylists.
“Hero is helping us deliver on our omni-channel ambitions.”
– Paul Finucane, Group Trading & Stores Director — Harvey Nichols
Offering online customers a personal shopping service on demand has proved to be highly successful for Harvey Nichols. Online customers are 10 times more likely to make a purchase, spending up to 63% more when they shop live with a style advisor via Hero’s technology.
Update: In June 2019, the Credo Beauty & HERO® partnership was recognized by Glossy as the beauty industry’s Best In-Store Technology Innovation.
Update: In November 2018, the Harvey Nichols & HERO® partnership received the Innovation in Technology award.
HERO® is a commerce company, powering omnichannel shopping experiences for global retailers including Nike, adidas, Levi’s, LVMH, Gap Inc and Richemont.