While working on a wide range of creative and marketing projects for Shreve, Crump & Low, a well-established luxury retailer in Boston and New England, I identified a major area of improvement that could help the company generate more revenue: their product lead strategy.

Previously, the organization had not identified this as a priority, and their website had minimal to zero capability to capture leads or provide helpful information about customers’ interests and activities. This was causing them to miss out on millions of dollars in potential sales and revenue. However, I saw this as an opportunity and made it a priority to improve.

In addition to running their billboard campaigns, managing events and building out an entirely new custom eCommerce presence for Shreve, Crump & Low (all completed within my first 120 days since joining their team), creating and optimizing a dynamic lead form to capture the consumers’ interest was one of the most impactful decisions.

Thanks to my work in recognizing and tackling this problem, I was able to generate over $17,000,000 in lead value for Shreve, Crump & Low within the first year. Every one of these opportunities went directly to in-store associates who could take immediate action with the consumer and close the sale. There is a lot of discussion about the future of luxury retail, with experts on both sides arguing whether or not the future of luxury sales should become more personal or less and focus more on immersive experiences and automated processes. Shreve, Crump & Low is a small family business and its personal touch and relationships with its clients are paramount to its success. My approach was to combine the two by capturing consumers where they’re at and making it easy to capture their interest, and then providing that information and activity to the associates who can offer the “personal touch, ” carry it to the end, and allow them to establish and foster new relationships for future sales and client retention.