Enhancing the shopping experience
Scott Perry, VP of Digital at Jerome’s, leads by a simple mantra: “Remove friction and enhance the overall experience.” As the purchase journey starts online for more than 85% of consumers buying furniture it was important for Scott’s team to enhance the shopping experience on Jeromes.com.
The custom upholstery program is a key part of the business for the California-based retailer. Despite its popularity, the custom upholstery program wasn’t reaching its full potential as Jerome’s was lacking the ability to visualize and show all the custom options, including fabric and color options.
Consumers shop with their eyes – and Jerome’s was experiencing how the lack of a proper visualization service impacted their business both online and in their stores. Online, it was hard to stimulate consumers to transact and buy without the ability to actually see the product.
The lack of a proper visualization service also resulted in frequent product returns as customers would base their purchase decision on small fabric samples, but couldn’t actually see how it would appear on the sofa. On delivery the fabric would appear different, which led to customers returning the product. It was bad for the business and a poor shopping experience for the customer.
Mobile responsive configuration with unparalleled visual quality
For Jerome’s it wasn’t an option to tackle this challenge internally. The sheer volume of products and variations would have made it a costly and very time-consuming project. As the California-based retailer scanned the market for visualization technologies and compared Cylindo to more traditional draping technologies, such as MicroD, there were three unique features that stood out.
1Photo-real visual quality. For consumers to be comfortable transacting online, they need to see what the product really looks like. Anything but photo real imagery wouldn’t cut it. This was also important in addressing the challenge of product returns. “The visual quality of the Cylindo images is the best I’ve ever seen,” says Scott Perry – who’s been working in online retailing for more than 20 years. “People think they were all actual photos,” Scott adds.
2Mobile responsiveness. With mobile commerce now being the key driver for online discovery and purchases, it was essential for Jerome’s to get a solution that catered to the different platforms used by consumers today. The mobile responsive 360 HD Viewer made it possible to create a seamless user experience on desktop, laptop and mobile devices.
3360 Spin. Finally, the 360-degree spin was a compelling feature for consumers to intuitively see the product from multiple angles and really engage with the product.
The 360 HD Viewer is a lightweight component that’s not only easy to integrate – but also to customize. Jerome’s web team styled the look and layout of the 360 HD Viewer to make it a seamless element on the product page. Adding custom options like email and print make the configurations easy to share – and to bring in store which supports Jerome’s omnichannel strategy.
The 360 HD Viewer is very engaging, the visual quality is the best I’ve seen and it has a direct tangible impact on our business.
The 360 HD Viewer increased online conversions by 25%
Jerome’s digital team is very data-driven and quickly noticed where the 360 HD Viewer had a significant impact on their business – both online and in store.
274% increased user engagement. One of the first things they noticed was the increased user engagement. Customers that interact with the 360 HD Viewer stay on the site 274% longer than the average visitor and create 9 custom sofa configurations during their visit.
75% increase in purchase intent. The ability to visualize what you’re going to buy also has a direct impact on purchase intent – when customers are using the 360 HD Viewer it is 75% more likely that they will fill out a finance application form.
25% better online conversion rate. Arguably, the most important metric for Jerome’s online performance is the conversion rate – how many visitors are checking out and transacting online. Today the 360 HD Viewer enabled product pages have a 25% higher conversion rate than the average.
Online to offline conversion. Besides transacting more online Jerome’s has also experienced a significant uptick in customers walking into their stores better prepared to buy after engaging with the 360 HD Viewer online. Customers will create their configuration online, and then with the print functionality walk into the stores with print-outs of their custom sofa configuration ready to buy – a true omni channel path to purchase that indicates that the 360 Viewer conversion rate is significantly higher than what can be measured online.
Take the Jerome’s 360 Viewer for a spin. Click “Customize It” to get started.
About Jerome’s Furniture
Southern California-based Jerome’s Furniture is a fast growing top 50 furniture retailer in the U.S. They were established in 1953 by Jim and Esther Navarra and operates 12 stores with five show rooms and a distribution center.