Furniture designer Herman Miller re-styles customer-centric commerce around Salesforce

As a result says Ben Groom, Chief Digital Officer at Herman Miller, speaking this week at the Connections virtual gathering about the retailer’s re-style of its online knowledge around the Salesforce program.

Founded in 1905, Herman Miller has become a globally recognized innovator in furniture style. The business prides itself on its standing for invention and operates through countless focused businesses, makes and distribution channels, incorporating Herman Miller, Herman Miller Healthcare, Nemschoff, Geiger International and individually owned dealerships to provider customers in over 100 countries.

In addition to its physical showrooms, the firm has a complex online presence, having re-designed its e-commerce procedure from the bottom up, an activity that followed a lot more than 100 hours of customer research and user assessment among clients.

The overhaul followed an earlier re-design of 1 of the divisions of the wider Herman Miller Group, Design AT YOUR FINGERTIPS (DWR), which successfully re-launched its online existence during 2020. Learnings from that project informed the task that’s nowadays been undertaken on Herman Miller retail webpage, which was driven partly by a eyesight of a post-pandemic environment, with Groom explaining last month that:

New features include increased storytelling content, much better customer-centric navigation made to provide easier usage of popular categories, expanded item filtering and a new "Shop the area" feature that enables customers to browse life style images of items at the click of a option.

Underpinning all this is a variety of Salesforce clouds, specifically:

Commerce Cloud, providing tailored item recommendations, a good streamlined checkout experience which allows customers to select images to buy the product, along with chat functionality which allows shoppers to video recording speak to associates from the web site.
Marketing Cloud, with Herman Miller employing Marketing Cloud Voyage Builder to develop complex client journeys and sophisticated email campaigns, and Conversation Studio to understand client preferences around digital touchpoints, then work with that info to personalize buyer interactions as well as understand the effect of strategies across stations.
Sales Cloud, to control sales leads and prospects across brands, monitor team performance, track revenue insights, and automate manual responsibilities through an individual dashboard, aka the elusive ‘single way to obtain truth’.
Service Cloud, to control increased case volumes that contain led to part from COVID-19.
Experience Cloud, to manage and collaborate with sellers on projects such as new shop openings and new product lines
Sustainability Cloud, to greatly help Herman Miller track it has the carbon footprint and different climate-related initiatives it features in destination to achieve it is 2023 Earthright goals.