Michael Hill has broken its own digital sales records by introducing new technology that facilitates payments from different channels.
Closing its stores during the pandemic and relying solely on digital sales, Michael Hill quickly implemented the tech which allows for direct payments through channels outside of the website such as newsletters, shoppable catalogues and virtual appointments.
The tech also allowed the business to introduce direct selling and redeploy store staff into new remote customer service and fulfilment roles.
Utilising this technology, Michael Hill saw a significant boost in sales from its digital business, with late April and early May sales outperforming the prior record digital sales week from Christmas 2019.
Michael Hill COO Andrea Slingsby said that the tech has allowed the business to maintain a personalised experience with customers.
"[The technology] went live in just over a week and provided a variety of new sales channels for our stores – a fantastic result in such challenging times.
"It’s really helped us continue to deliver personalised jewellery experiences across this period," she said.
Michael Hill chief brand and customer officer Vanessa Brennan added that the business is considering keeping the direct channel technology, even once stores reopen.
"Thanks to the digital momentum we were able to transform our headquarters into a distribution centre.
"We implemented social distancing measures to ensure the health and safety of our staff, who have been at the site working to fulfil our online and [direct channel] orders.
"With the success of the past weeks, we are looking to keep this direct sales channel as stores reopen," she said.