Enhancing the shopping experience
Scott Perry, EVP of Digital Marketing 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 has been important for Scott’s team to enhance the shopping experience on Jeromes.com.
Custom upholstery 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 product visualization impacted their business both online and in their stores. Online, it was hard to stimulate consumers to transact and buy without actually seeing the product.
As a result, they witnessed frequent product returns as customers would base their purchase decisions on small fabric samples but couldn’t visualize how it would appear on the sofa. On delivery, the fabric would appear different, which led customers to return the product. It was bad for the business and a poor shopping experience for the customer.
Average Order Value (AOV)
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 time-consuming project. As the retailer scanned the market for visualization technologies and compared Cylindo to more traditional draping technologies, three unique features stood out.1
Photo-real visual quality
For consumers to be comfortable transacting online, they need to see what the product really looks like. Anything but photoreal 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 25 years. “People think they are all actual photos,” Scott adds.2
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.3
360 prouct 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 makes 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.
Embedding high-quality visuals across the buyer journey
Besides the 360 HD Viewer, Jerome’s uses the Cylindo Content API to embed high-quality visuals from their content library across platforms and digital environments. Aware of the interest in customization, Jerome’s relies on the Cylindo Content API to enable visitors to print the exact configuration they want, including information about the fabric and the SKU number.
Alternatively, customers can also email the configured product to their closest showroom, so when they go in-store, the sales personnel can look up the email and get all the information about the product configuration the customer wants. Using this approach, Jerome’s is able to increase engagement with visitors by offering a personalized experience to help them on their buying journey.
The 360 HD Viewer increased online conversions by 49%
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.
49% higher 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, customers interacting with the 360 HD Viewer have a 49% higher conversion rate compared to those that don’t.
47% increased average order value (AOV)
After implementing the 360 HD Viewer, Jerome’s witnessed a 47% increase in average order value. The fact that customers have a pleasant shopping experience encourages them to purchase more products.
211% 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 211% longer than the average visitor and create nine custom sofa configurations during their visit.
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 walk into the stores with print-outs of their custom sofa configuration ready to buy – a true omnichannel path to purchase that indicates that the 360 Viewer conversion rate is significantly higher than what can be measured online.
The Cylindo Platform boosted online sales, but it also increased the awareness of the custom upholstery program. Implementing the Cylindo 360 HD Viewer on our product pages made a big difference to our business. As soon as we launched the Viewers, we noticed the difference, and we had more customers coming to the store.
About Jerome’s Furniture
Southern California-based Jerome’s Furniture is a fast-growing top 50 furniture retailer in the U.S. Jerome’s Furniture was founded in 1954 by Jim and Esther Navarra and is still owned and operated by the Navarra family. As Jerome’s has grown, they’ve remained committed to bringing their customers high-quality home furnishings at everyday low prices. Today they have 26 stores with six showrooms and a distribution center.