Founded in 2012 by Connie Nam, Astrid & Miyu’s mission is to revolutionise the jewellery experience. Inspired by global travels and local artistry, they create inclusive, empowering pieces and personal, engaging experiences for customers. A key part of their business strategy is to operate both online and in physical stores to forge a path for experiential retail globally, having witnessed a halo effect in sales growth for up to two months after each store opening.
With Shopify, Astrid & Miyu has seen:
- 1 million orders processed through Shopify as of November 2023
- 5x increase in customers purchasing 4+ times when shopping omnichannel
- 40% higher lifetime value among repurchasing customers who shop omnichannel versus online only
- Growth to 23 stores globally, across the UK, EU, and US
Challenge
Astrid & Miyu was growing rapidly. To achieve the next level of growth, they knew they needed to focus on scaling their retail presence. They were keen to deliver the best possible experience for customers in-store, but lacked a fully unified solution that would allow them to get a full picture of their shoppers by accessing their customer data from their online site.
To sustain growth and enhance the shopping experience, Astrid & Miyu needed a platform that could deliver best-in-class experience in the physical stores and integrate with their online presence.
Solution
Having migrated to Shopify in 2018, Astrid & Miyu leveraged Shopify POS to gain a unified view of their inventory, offer flexible order options such as click-and-collect or shipping to customers who purchase in-store. It has also enabled the team to provide a truly personalised service to shoppers, regardless of whether they’re buying online or in retail outlets thanks to the unified view of the customer that Shopify provides.
Astrid & Miyu has also been able to harness the power of Shopify POS hardware in their 23 brick-and-mortar stores across the UK, EU, and the US. The stores are designed to create relaxed, human shopping experiences, with the removal of glass between the customer and product.
Shopify POS really helps the store teams to enhance the customer experience. For me as an area manager it helps me to be able to get data in real time across multiple locations.
The team is also able to harness the power of Shopify POS to gain real-time access to in-store data across multiple locations, and seamlessly integrates with their wider ecosystem. New staff can also be trained up quickly and easily, empowering them to deliver exceptional services.
Results
Since implementing Shopify POS, Astrid & Miyu saw significant improvements in its business performance, processing over a million orders online and offline through Shopify as of November 2023.
Looking ahead, Astrid & Miyu plans to continue leveraging Shopify’s capabilities to lead the experiential retail trend in the jewellery industry, further expanding its global presence and enhancing customer engagement the world over.
