February 22, 2013, 10:41 AM

Making one site work for many customers

An IRCE speaker will share how Herman Miller unfolds its brand story online.

Lead Photo

It is essential for an e-retailer to identify and understand its target customers. Acting on that understanding is where retailers can reap rewards, says Michael Blum, e-commerce channel manager at Herman Miller. Blum will discuss how the brand, which has produced scores of iconic furniture pieces with designers over the years, puts its knowledge of customers to work by personalizing its e-commerce site for each visitor in a presentation on June 6 at the Internet Retailer Conference & Exhibition 2013 at McCormick Place in Chicago June 4-7.

Herman Miller re-entered e-commerce, selling direct to consumers on its own web site, in 2010 following a 10-year hiatus.Although it has a strong network of retailers selling its wares, it wanted greater flexibility in how it presents its brand story, Blum says.

In the session, entitled “Designing for the intersection of one brand and many customer types,” Blum will discuss the evolution of the online Herman Miller Store’s customer marketing and illustrate some of the strategies and tactics involved in that evolution. “I’ll touch on product assortment, pricing, merchandising and customer care—all building blocks of effective customer-centric strategies,” he says.

Internet Retailer’s editors asked Blum to speak because of his long experience in e-commerce and digital marketing. Prior to joining Herman Miller, he worked in these roles for well-known brands such as AAA and Kellogg's. In his current position as manager of Herman Miller's consumer e-commerce business he manages the Herman Miller Store, the company's e-commerce site that lets shoppers purchase living, working and dining furniture directly from the manufacturer.


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