The Brand
Michael Hill International (MHI) is a jewellery company that was founded in 1979 and operates across Australia, New Zealand, Canada and the United States as Michael Hill Jeweller. MHI partnered with Amblique to re-platform onto Salesforce Commerce Cloud in late 2013. MHI’s eCommerce channel has grown steadily and the business is committed to leveraging the platform capabilities to engage existing and new customers, and drive revenue for the business.
Customer Experience
Recognising that online research is a key element of customers’ purchase path, the focus is to optimise the MHI customer experience online. Product information online is comprehensive and aims to address common queries a customer may have during the purchase path – whether they choose to buy online or in-store.
Content and articles also aim to educate and build the confidence of users to select the product that best suits them . With a strong company heritage, the sites also inform customers about the brand story and philosophy .
End to End Experience
With Michael Hill Concierge, customers are offered a premium, personal experience directing them to the services they need, when they need them.
Customers have the choice of Instant virtual consultations, virtual appointments, in-store appointments, live chat or customer support.
Digital Initiatives
From everyday merchandising and content updates, to ongoing site functionality improvements, the MHI eCommerce team are focused on how to deliver the best possible shopping experience. In collaboration with Amblique, they strive to offer their customers a perfect balance of both a technical and a style driven experience online. MHI believe being aware of the newest market trends allows them to provide constant updates to their sites that benefit all of their customers. This includes regular refurbishment of their site design and user experience.
Unique Experience
MHI aim to go the extra mile to create a unique and functional offering for their customers.
Shoppable Wishlists are popular amongst the MHI customers – they use the Wishlist to create shareable gift suggestions, shopping lists, or just to drop a hint.
With the nature of jewellery being quite technical, MHI believe offering their customers the ability to search via metal, cut, stone and more is crucial. With most of purchases at MHI having an emotional foundation, they have found that the more information they make available to their customers, the happier they are with their overall experience with Michael Hill.
Innovation
A traditionally high-touch product such as jewellery definitely needs to offer the customer a ‘close to store’ experience. Michael Hill Jewellers were conscious of this when designing their online offering and, as a result, implemented features to match the in-store experience. One such feature is ‘virtual ring try on’, an interactive experience that allows the customer to see to-scale versions of rings on a virtual hand or their own hand.
