With customers demanding more from their interactions with their favorite brands, the iconic boot company has been striding towards a seamless customer experience. 

R.M.Williams has long been known for its craftsmanship and heritage, but as the retail landscape evolved, so did its customers’ expectations. Shoppers no longer wanted just quality products – they sought a seamless and personalized shopping experience that would connect their online and in-store journeys.  

R.M.Williams’ previous platform wasn’t keeping pace. Customers faced friction when transitioning between digital and physical touchpoints, struggled with limited personalization, and found the mobile experience lacking. It became clear that to continue delivering the premium service R.M.Williams customers had come to expect, a significant change was needed. 

An omnichannel experience for the modern shopper 

Recognizing the urgency to align with its customers’ growing needs, R.M.Williams partnered with Tryzens Global and Salesforce to build a digital solution focused on delivering convenience, personalization, and an omnichannel experience. The new platform was designed to cater to the modern shopper – whether they’re browsing on mobile, buying online, or visiting a store.  

By implementing real-time inventory visibility, seamless click-and-collect options, and data-driven personalized product recommendations, R.M.Williams ensured its customers would enjoy a frictionless journey.  

The integration of innovative features like virtual boot fitting and intelligent live chat further enhanced the personalized touch, making each customer feel valued and better understood, no matter where or how they shop. 

A customer-centric transformation with immediate impact 

The transformation had a significant impact not only on the R.M.Williams customer experience but also conversions and revenue. The new platform has led to a 93% increase in orders and a 52% rise in conversion rates. Customers responded positively to the seamless omnichannel experience and the personalized product suggestions, leading to a 50% jump in revenue. 

With 60% of traffic coming from mobile, the revamped mobile-responsive design significantly improved the shopping experience, allowing customers to browse, purchase, and collect with ease.  

R.M.Williams’ commitment to meeting its customers where they are (online, in-store, or on the go) has positioned the brand as a modern leader in retail, while maintaining the heritage and craftsmanship its loyal shoppers love. 

This digital transformation was not just about technology; it was about putting the customer at the heart of everything R.M.Williams does, ensuring that their needs continue to shape the brand’s future.

Creating Connected Experiences 

By working closely with R.M.Williams, we delivered an omnichannel solution that meets the expectations of modern shoppers. Our Creating Connected Experiences approach aligns technology with customer needs, ensuring brands can deliver meaningful, friction-free interactions that unify digital and physical touchpoints.

If you want to learn more about our work with R.M.Williams on their digital transformation journey, read the full case study.