Hyde Park Jewelers Recreates its Bespoke In-store Experience Online

www.hydeparkjewelers.com

Established in 1954, Hyde Park Jewelers is a family owned retailer headquartered in the Hyde Park region of Denver. Through the years, the jeweler cultivated a loyal customer base whose patronage allowed the company to open additional outlets in Newport Beach, Phoenix and Scottsdale. Though sales were brisk in store, the company’s website left much to be desired. It didn’t reflect the brand’s refinement, white glove treatment, or attention to detail. In addition, the design was clunky, in part because the watch and jewelry brands Hyde Park sold required that every product page in which their products appeared adhered to their design standard. The result was a site that felt like a separate entity from the physical stores. To address these challenges, Hyde Park asked Silk to design and build an elegant site that was fully integrated with its brand and replicated the jeweler’s bespoke in-store experience online.

OUR SOLUTION

The first task was to migrate the site from Microsoft C# to Magento Cloud so that the Silk team could build in the design features that contribute to an exceptional customer experience. In addition, Hyde Park had made the decision to switch ERP platforms, and asked Silk to integrate the new site with NetSuite and to ensure it worked perfectly. Hyde Park was keen to create a unified, multi-store, and omni-channel experience for its customers and needed all systems to be in sync.

Much of the Silk team’s effort focused on creating a brand look that reflects Hyde Park’s sophistication, instills confidence in online shoppers, as well as incorporates the design requirements of its suppliers without looking out of place or jarring. Silk accomplished this requirement by selecting a silvery color scheme that matches the interiors of the Hyde Park stores and works well with its partners. The design creates unified branding across all of Hyde Park’s online and offline properties, letting customers know that it’s a familiar and trusted brand behind the website.

To replicate the in-store customer experience, Silk built in numerous features that honor the personal relationships Hyde Park customers have with their sales staff. For instance, a customer can discover an item online and request an appointment with his or her preferred Hyde Representative to see it. Online shoppers can also choose how to receive their purchases: via courier or schedule an appointment to pick items at the location of their choice. Silk also ensured that Hyde Park loyalty points were correctly credited to each customer’s accounts, regardless of how or where an item was purchased.

Soon after Hyde Park launched its new site, the global pandemic hit, forcing the jeweler to shut down all four of its retail locations. Fortunately, the website’s advanced functionality allowed Hyde Park to continue servicing customers, replacing in-store visits with video chats with sales personnel working from home. To keep interest in the brand alive during the shutdown, Hyde Park’s marketing director hosted webinars to showcase select pieces and product lines, and created catalogs for each webinar on its website — a task that is easily accomplished with Magento’s content management system.

Since its launch, the site has seen a 20% increase in traffic, a 15% increase in sales and a 20% increase in conversions. The bespoke, fully integrated website experience Silk created for Hyde Park provides the brand’s customers the confidence they need to buy high-end jewelry and watches online.