Selling iconic designs online — How Jonathan Adler maximizes its stores’ potential with HERO®
The founding story
Potter, designer and author Jonathan Adler launched his namesake brand after leaving his day job to pursue his first love: pottery. In 1993, Barneys bought his collection of pots, and five years later, he opened his first store in SoHo, New York City.
With a belief that our homes should make us happy, today, Jonathan Adler is a company famed for its glamorous designs that can be found in restaurants, hotels, and homes across the globe. Adler’s giant foot sculptures, cheeky vice canisters, and other provocative pieces are created for those who like a little humor with their luxury.
Alongside more than 1,000 wholesale partners, the brand has grown a footprint of impressive showrooms across the globe including Los Angeles, New York City, Chicago, London and more. Its thriving ecommerce business has become the go-to destination for homeowners with great taste, but traditionally its been difficult to mirror the high touch service of the showroom, online — until now.
Solving the tough sell; buying furniture online
Likely to be at the centrepiece of a home for many years to come, customers buying online want to know that a cherished piece of furniture is going to be the right size, comfort and specifications. With tens of thousands of SKUs and a combination of colours and swatches available, Jonathan Adler needed a whole new way to digitally shop alongside and delight its growing fanbase of online customers.
In late 2018, Jonathan Adler empowered its in-store teams with the HERO® app, giving them the ability to connect with online customers seeking guidance and inspiration.
Previously, a customer could have connected with their customer contact centre, but HERO® gives them a greater competitive advantage by effortlessly connecting shoppers with the brand’s most passionate advocates— their in-store teams — who can for the first time extend the same high-touch service of the showroom to digital customers.
Smarter retailing; selling beyond the four walls of the store
Particularly powerful during quieter trading hours in-store, the app acts as a continuous source of new customer conversations. With the introduction of HERO®, the brand’s showrooms go from being limited in serving only customers in-store, to assisting the millions of customers browsing online.
Through the app’s beautifully designed interface running on their smartphone or tablet, associates can instantly answer customer queries, advise on style and showcase items up-close through authentically-shot photography and video, live from the showroom floor. The most common queries come in the form of requests for customization, advice on complementary products and measurement & scale.
It’s no wonder these highly personal exchanges are proving to give customers the comfort to buy online, with shoppers 7 times more likely to buy when connected with an associate, spending twice as much on average.
“Hero helps us bridge the gap between our physical showrooms and our online showroom. Customers are able to connect live with design experts for everything from simple product questions to full-on consultations — giving them the knowledge and confidence they need to make a purchase”
– Anne Catapano, Head of ecommerce at Jonathan Adler.
Increasing footfall to stores
In a digital-first world where consumers are starting their shopping journeys from their smartphones, HERO® not only improves digital sales, but acts as a powerful catalyst to increase store footfall.
Once connected with the store nearest to them, associates have the ability to invite customers into the showroom to make their final purchase. Knowing where and when to arrive through the calendar feature of HERO’s Messenger, customers are far more likely to honour appointments; greeted in-person by the same expert who they previously connected with digitally. In fact, 60% of sales driven by HERO® have been completed in-store.
Armed with the full conversation history, and the customer’s wish-list of items, the associate can provide a frictionless shopping experience that feels as warm and as personal as the brand.
A leader in conversational commerce, HERO® is the messaging app for stores, powering Nike, adidas, Levi’s, Harvey Nichols, rag & bone and more. Our technology makes it effortless to text, chat and video call with customers; growing ecommerce sales while converting URL visitors into IRL customers.