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In Shinola’s commitment to reinvigorating the American manufacturing industry, the lifestyle brand wanted to create an online experience as engaging as their brick and mortar stores. Shinola takes pride in fostering communities around their physical locations—the question
was how to apply the same heart & soul to their online storefront.
Shinola was founded upon an ironclad dedication to American manufacturing and authenticity. As makers of modern watches, bicycles, leather goods and journals, Shinola stands for the preservation of craft, the beauty of industry and the soul of their products—as well as those who wear them. Since launching in 2013, Shinola has been dedicated to, “creating a community that will thrive through excellence of craft and pride of work.” But in a changing retail landscape, customers were increasingly turning to their desktop and mobile
Solution: Shinola deployed Moxie to create an online engagement system as seamlessly crafted and personalized as their brand.
SHINOLA CASE STUDY
devices to purchase products. In 2014 US ecommerce surpassed $300 billion for the first time and is predicted to grow another 25% globally by the end of 2015. However, less than 29% of ecommerce companies engage visitors once they arrive on their site, giving the impression of an empty storefront. By failing to guide and assist customers online, Shinola risked comprising its values. The brand decided to take their mission one step further and apply the same commitment to quality to their online storefront.
Customer: Products Used:
Moxie Suite: Live Chat Knowledge Email
To engage with customers throughout their decision-making journey, Shinola wanted a system that was as clean, functional and authentic as their product. Furthermore, the solution needed to engage across channels, since 47% of Shinola’s traffic comes from mobile and tablet devices. Shinola therefore turned to Moxie to innovate. The bell on Shinola's site represents the engagement hub of the Moxie Suite, including Knowledge, Live Chat and Email. The bell proactively and reactively offers information and guidance along the customer journey the following ways:
1) Knowledge. Moxie provides additional information on specific products while shoppers are browsing. Instead of inciting the customer to seek out answers, the Moxie bell preemptively provides facts on the entire buying, shipping and returning process, while the customer remains on the product page. For example, when a customer browses watches, the Moxie bell presents valuable information on individual watch care and styling, giving the customer a tailored experience.
2) Live Chat. Moxie connects customers to Shinola retail associates, so they can engage just like they would in the store. This feature is especially important on mobile, where 63% of consumers will not complete a purchase after they experience a problem. Live chat lets customers know Shinola representatives value the customer’s time and are “standing by,” in case any questions or concerns arise.
“Moxie enables us to staff our online storefronts just like we staff our physical stores, serving our customers on their terms and delivering a consistent
experience online and offline. With the new Moxie Suite, our customers can now quickly and easily connect with us across any device.”
Dennis Kopitz, Director of Ecommerce at Shinola
After implementing Moxie, Shinola experienced an increase in overall conversion rate online by 6.25%. Surprisingly, they found no difference in the content of chat conversations compared to phone calls: one-third were sales based, one-third post sales and one-third miscellaneous.
Yet Shinola witnessed a 1600% increase in conversion rate between visitors who engaged with Moxie chat and those who did not. The data therefore reveals a clear need for information to be presented to the customer in a proactive, customized and mobile-friendly way.
With the Moxie Suite, Shinola is able to target customers and deliver optimal engagement that converts more customers and drives revenue. By integrating high-quality, genuine service into their online platform, Shinola continues to define a new generation of American luxury.
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overall conversionrate online
conversion rate withvisitors who engaged
with Moxie Chat