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.
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: Fragmented data across platforms
Astrid & Miyu was growing rapidly, but faced significant challenges in scaling its business. Customer data was fragmented across multiple platforms, hindering its ability to expand as quickly as the team wanted. Crucially, a lack of a single view of customer data made it difficult to streamline operations and create a personalised experience across in-person and online shopping. This fragmentation made it difficult to grow into a truly unified omnichannel strategy.
To sustain growth and enhance the shopping experience, Astrid & Miyu needed a platform that could integrate all its data and apps into one place and would help optimise the shopping experience, online and in-store.
Solution: A unified commerce platform
Astrid & Miyu migrated from Adobe Commerce (Magento) to Shopify in 2018. The move enabled Astrid & Miyu to harness the unified commerce capabilities of Shopify to gain a single view of its customers across everything from search and browsing to purchase and loyalty, both online and in-store.
“We can see everything about the customer in terms of their search behaviour, what they're buying, what they're looking at,” says Molly Allen, Senior E-Commerce Manager. “And we have that, whether they're going into one of our stores or whether they're then buying online, we have everything in one place. Then with all of the plugins that we have, for example, with Loyalty Lion, we're able to transfer that data and really personalise that journey.”
How Shopify has impacted our business… the main thing is that we have full customer oversight. We are a direct to consumer brand and we're omnichannel, so that was very, very important for us strategically, in order to grow on ecom and multiples of physical stores.
Astrid & Miyu also has 23 brick and mortar stores across the UK, EU, and the US. To enhance the in-store experience—and thanks to Shopify’s seamless integration with its ecosystem—the brand chose Shopify POS Go and Shopify POS Terminal to power those retail units. The brick-and-mortar stores are designed to create relaxed, human shopping experiences, with the removal of glass between the customer and product, and with POS hardware that removes queues and allows the team to checkout customers anywhere in the store.
Using Shopify POS has also given the team access to real-time insights into how stores are performing at regional and global levels. “For me as an area manager, it helps me to be able to get data very quickly, in real time across multiple locations,” says Marsha Sharrier, Area Manager.
Shopify’s ease of use allows Astrid & Miyu to train team members quickly, empowering them to deliver exceptional services. The team also doesn’t depend on developers to expand their offering. The scalability of the platform and the vastness of its app ecosystem means they can launch new features quickly through native and third party integrations, improving their speed to market significantly.
With Astrid & Miyu selling internationally, the seamless integration of Shopify Payments and Shopify Markets has simplified checkout processes, enabling cross-border payments and the use of multiple local currencies. In turn, the business can tailor the shopping experience to the customer’s location and payment preferences. “Shopify was so nimble in implementing international functionality,” says Connie.
Shopify Payments has been able to streamline the checkout experience for our customers by offering Shop Pay and accelerated checkout. It means that our customers can shop how they want and the way they want.
Results: Streamlined operations and increased customer loyalty
Since migrating to Shopify, Astrid & Miyu saw significant improvements in its business performance, processing over a million orders as of November 2023.
Shopify’s big singular view of our customer is the secret power to scaling fast and managing international growth.
By adopting a truly unified commerce approach with Shopify, Astrid & Miyu has streamline backend operations, optimised the customer experience, and increased returning omnichannel customers fivefold. Customers who shop omnichannel have also exhibited a 40% higher lifetime value compared to those who shop exclusively online. It’s clear that with a detailed and singular view of customer and business data, centralised in an intuitive platform, Astrid & Miyu has been able to identify trends and opportunities while untapping new growth in the process.
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.
