Herman Miller launches new retail website

Brahm Buck

Herman Miller said the site is designed to deliver “a consistent experience that implements key changes built specifically to make a customer’s journey smooth and easy.” Courtesy Herman Miller Furniture designer and manufacturer Herman Miller rolled out a new online purchasing experience for its customers. Zeeland-based Herman Miller (Nasdaq: MLHR) […]

Herman Miller said the site is designed to deliver “a consistent experience that implements key changes built specifically to make a customer’s journey smooth and easy.” Courtesy Herman Miller

Furniture designer and manufacturer Herman Miller rolled out a new online purchasing experience for its customers.

Zeeland-based Herman Miller (Nasdaq: MLHR) earlier this month unveiled a newly renovated retail website tailor-made for customers looking for a supported and seamless purchasing experience.

Using more than 110 hours of customer research, in-depth feedback and user testing from over 200 different participants, the site is designed to deliver “a consistent experience that implements key changes built specifically to make a customer’s journey smooth and easy,” the company said.

The refresh also features additional content that answers common customer questions — all key requests from those surveyed.

“Our new physical Herman Miller seating stores have proven to be extremely popular with customers around the world,” said Ben Groom, chief digital officer at Herman Miller, referring to five new brick-and-mortar stores in the U.S. and one in Tokyo that Herman Miller launched during the pandemic. “They address a critical need in our society right now: how best to improve our work-from-home setups and prepare for a more hybrid working future.

“For customers unable to experience these stores in person, our new site takes the physical experience and brings it into your home virtually. Building upon our live chat capabilities, our performance seating specialists can video chat with customers to demonstrate products face to face and help them decide which products are right for them, providing a fully robust online shopping experience.”

In addition to the chat feature, the site has a new design and storytelling for products, designers and the brand. It also features artificial intelligence-driven product recommendations and a new customer-centric website navigation, providing easier access to popular categories like gaming.

Heightened browsing capabilities have expanded filtering capabilities to provide frictionless shopping experiences, and a new “shop the room” feature allows shoppers to be inspired by photography and purchase their own versions with the click of a button.

The design also has been optimized to transition seamlessly from desktop to mobile.

The redesign comes not long after another member of the Herman Miller Group, Design Within Reach (DWR), underwent extensive renovation.

“Last year, we focused on redesigning dwr.com, a project that ended up becoming an award-winning design,” said Shannon Zonca, director of e-commerce at Herman Miller. “After gathering learnings from that initiative and watching our e-commerce business continue to grow, we turned our attention to Herman Miller’s retail site, confident we could create an equally satisfying and successful transformation. Though our various brands are each unique, they all should equally deliver the same caliber of experience digitally.”

Groom added that “digital spaces are never truly finished.”

“Customer needs, expectations and desires for e-commerce sites are always changing and adapting — therefore, so should we. A site or digital tool left unattended for too long risks becoming irrelevant, outdated or even irritating to visitors. We are extremely excited to share our latest digital redesign with Herman Miller customers,” he said.

Herman Miller said customers can expect ongoing releases of additional features and enhancements to the site throughout the year.

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