Jewelry brand Chloe + Isabel was formed with the millennial entrepreneur in mind. In addition to a growing online retail business, the brand has a thriving direct-selling model, in which a network of merchandisers engage with customers online.
To boost customer engagement and generate sales, Chloe + Isabel offers merchandisers a socially integrated platform to interact with customers and hold digital shopping events.
“At its core, our mission is focused on empowering women who want to tap into their entrepreneurial spirit,” said Chantel Waterbury, Founder and CEO of Chloe + Isabel. “To do this, we’ve reinvented the direct-selling model to fit the needs of digitally savvy millennials through technological innovation, tools and education rooted in social engagement.”
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This new social selling retail model takes an omnichannel approach that combines elements of direct sales, brick-and-mortar and e-Commerce, Waterbury explained in an interview with Retail TouchPoints. Chloe + Isabel also recently unveiled new mobile tools to add ease and convenience to the selling experience.
Merchandisers now have the ability to plan, curate itemsand participate in selling events using their mobile devices. They also can engage with shoppers through a new mobile chat function, share event news in real time and share digital wish lists.
“The introduction of a mobile event experience was the next natural progression. We want her business to be as on the go as she is,” Waterbury said. “As we continue to innovate the model it is necessary to keep our offerings relevant for our audience.”
As merchandisers and consumers partake in digital events, they have the ability to engage in mobile chat conversations without being interrupted. The new mobile experience also allows consumers to invite their friends to join shopping events via email, Facebook, Pinterest and Twitter.
“Direct selling is rooted in community and relationship building,” Waterbury explained. “Taking a modern approach to the in-person trunk show, it was necessary to recreate an environment that would still allow our community to develop and maintain those relationships.”
The Best Of Both Worlds
With the new mobile experience, Chloe + Isabel wanted to combine “the best of the e-Commerce and direct-selling worlds,” Waterbury added. “It’s a perfect hybrid that allows the merchandiser and attendees to interact with each other and share feedback. Our merchandisers also can upload photos throughout the event showing how she styles it or show images of her customers wearing her top-selling items to really personalize the experience.”
During the design and testing of the mobile selling tools, Chloe + Isabel maintained two-way, open dialogue with its network of merchandisers. Tapping into the wants and needs of merchandisers, the brand can understand “what works, what doesn’t and what they need more of,” Waterbury said. “Our sellers’ feedback is an invaluable piece to the success of our brand as they are the core of Chloe + Isabel.”
Before going to market with the new mobile experience, Chloe + Isabel surveyed the merchandiser community and brought a focus group to the office and made changes during the process, Waterbury explained. “We listened to their feedback to develop the technology that would best support their needs.”
As Chloe + Isabel ventured through the various stages of testing, “the overwhelming feedback from our Merchandisers was excitement, we heard the phrase ‘game-changer’ over and over,” Waterbury said. “Not only does the new technology provide added flexibly and convenience for both the consumer and direct-seller, it allows the seller to virally build a network beyond their physical communities. As a result, they’re not confined to a 30- or even 60-mile radius limitation that a traditional in-home party has.”
The new mobile experience is just one step in a long journey as Chloe + Isabel continues to add more tools and resources to support its merchandisers, according to Waterbury. Specifically, product training and marketing education will be a “key component in our larger support structure.”
Watch the below video to learn more about Chloe + Isabel:
