Debbie Propst, Retail President, Herman Miller Group, joined the latest episode of The Modern Retail Podcast to discuss the historic changes it made to its brands in 2020, including the strategies it employed to elevate the online shopping experience.
Herman Miller Group, which includes Herman Miller, Design Within Reach, and HAY, shifted its focus this year across the board to accommodate the unprecedented surge in working from home. In order to bolster this effort, Herman Miller Group added Hero’s powerful virtual shopping tools to its online shopping experience.
On the topic of introducing virtual shopping to store teams, Debbie shared: “We piloted video chat on our website with sales associates in studios and stores. We very quickly rolled it out to all stores when we started to close our locations in March. It’s been a successful way to empower the expertise of our sales force and have a very direct and personal relationship with online shoppers.”
Through Hero, Herman Miller Group achieved record conversion rates, while successfully delivering the in-store experience online. “Hero humanizes the online journey by having that personal interaction. We can use videos to really interact with the product and showcase what customers want to see in a showroom environment despite the fact that they might be sitting at home.”
Customers took to the virtual shopping offering immediately, resulting in triple-digit growth for Herman Miller Group’s ecommerce business.
Listen to the episode below.
The Modern Retail Podcast is a weekly show that hears from executives in the retail space, from legacy companies to the buzzy world of DTC startups. Cale Weissman, editor of Modern Retail, hosts.