Herman Miller
Paris Showroom Footfall Strategy
A quarterly plan to raise qualified visits to the Paris showroom and convert them, written from inside the sales floor.
BRIEF
Herman Miller's Paris showroom on Boulevard Saint-Germain was never short of desirability. The gap was traffic quality, and the handover between someone researching a chair online and walking in to try it. Working in the showroom as a Sales & Design Specialist, the brief was to plan one quarter, December 2025 to February 2026, that treated the room as a conversion asset, with its own funnel, CRM and media budget.
APPROACH
The plan started from how French buyers actually decide on a considered purchase: they research online, then want to sit in the chair and get expert advice before committing, and they check reviews and maps first. That set the sequence, local search fundamentals before paid media, so the budget lands on a credible listing.
Five market dynamics were assessed at quarter open, including 12 to 18 per cent cost-per-click inflation on design keywords in France, which made paid efficiency the constraint. The catchment was mapped into three radii around the showroom, and each month was built around a fixed moment: December gifting, the January sales with Maison&Objet, and an appointment-led February.
OUTPUT
A three-month activation plan, sequenced month by month, with the campaign copy, CRM flows and KPIs written ready to run.
- Quarterly activation planDecember gifting, New Year New Workplace, and See it, Feel it, Try it
- Catchment and geofence plan700 m, 1.5 km and 2.4 km radii around the showroom
- CRM automation flowsHoliday newsletter, abandoned-cart and revisit prompts, appointment segmentation
- French campaign proposalThe campaign line and newsletter copy, written in French for the local market
- Creator partnership briefA Paris design and architecture creator: one Reel, one carousel, two Stories
- Three strategic recommendationsCRM integration, paid media rationalisation, experiential positioning
- KPI setFive KPIs reported monthly against the previous quarter
- French design calendarMaison&Objet, Paris Design Week, France Design Week, Heritage Days
The quarter, month by month
- The gifting window
Reviews, opening hours and maps imagery fixed first, then seasonal merchandising, holiday CRM flows and geo-localised search.
- New Year, New Workplace
One line across search and paid social, amplified by the January sales, Maison&Objet and a LinkedIn campaign for specifiers.
- See it, Feel it, Try it
CRM retargeting on abandoned carts, lunch-hour Google Ads, and appointment visits introduced to produce segmentation data.
Quarter objectives
Qualified showroom visits
- +25%
- Geofenced advertising and retargeting of past web visitors
Visitor-to-sale conversion
- 15%
- CRM-linked follow-up, with point of sale and CRM synchronised
Marketing ROI
- +10%
- Spend moved from low-performing social into paid search
Catchment
700 m
- The walk-in radius
- Lunch-hour Google Ads, 12 to 2 PM
1.5 km
- Le Bon Marché, Sèvres–Babylone, Montparnasse
- Local search and paid social
2.4 km
- Louvre, Tuileries, the Opéra office district
- The full geofenced advertising radius
RESULTS
- Personal sales contribution in role, over 12 months, Commercial performance
- €230K+Personal sales contribution in role, over 12 months
- Average monthly sales contribution in role, Commercial performance
- €19.3KAverage monthly sales contribution in role
- Qualified showroom visits, quarter target, Target
- +25%Qualified showroom visits, quarter target
- Visitor-to-sale conversion target, Target
- 15%Visitor-to-sale conversion target
- Month activation plan, Project scale
- 3Month activation plan
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