Michaud started its online boutique two years ago with the idea of offering a premium digital window so that clients could see exactly what was available across their boutiques in Neuchâtel and Verbier. With many brands sometimes struggling to supply stores with the most sought-after models, this was the perfect way to show potential clients exactly what they had in stock at any given time, especially as they have such a large collection of watches and jewellery across both boutiques
Enhancing the Experience
The objective of the online experience wasn’t to replace a boutique visit with an e-commerce purchase, but rather to enhance their existing service by offering more freedom to “click and connect”. Clients can now easily browse online and then pre-order on the website, outside of the boutique opening hours. They will then receive a personalized call from the boutique to finalise the purchase and define a pick-up time or home delivery to arrange a time to pick up their watch or piece of jewellery.
A Personalized Service
Now managed by the fourth generation of the family, Michaud was determined to keep the close contact it has with its clients that it has nurtured over the years. Nevertheless, it also wanted to open up its fine personalized service to newcomers to the boutique, especially those from the younger generations who are more connected.
Welcoming New Clients Thanks to Online
What was interesting to discover with the arrival of this new “window shopping” section of the website was that it attracted many newcomers to the stores. In fact, as many as 85% of clients who approach the shop via the online platform are new to the Michaud world. Even new visitors to the boutique frequently admit that they first spent some time browsing online before visiting the store.
User Friendly
The success of this service has largely been thanks to an intuitive user experience that provides photos, information, and most importantly, the price of each model. There is also a search option for clients to put in their budget, the size of the watch, the movement, brand, and more. There is also the possibility to order vouchers and have them sent for free to friends and loved ones (these online services are generally handled in two to three days).
Customer Satisfaction
Another advantage of this online service has been the ability to carry out surveys to get feedback from clients who often have great ideas for improvements. All in all, the online experience has been extremely rewarding for Michaud. They have managed to create an online space without having to give up any of the personalized service that has made their boutiques so successful over the decades.
