Borsheims, one of America’s largest independent jewellery stores and a member of the Berkshire Hathaway family, has promoted Adrienne Fay to vice president overseeing the customer purchase journey. In this newly created role, Fay will ensure that customers shopping online, by phone, or in person will have the same excellent experience that is a hallmark of Borsheims since its founding in 1870.
In her new position, Fay will bring together every part of the store that interacts with customers and unites them in a true omnichannel approach. It is a strategy Borsheims has been focusing on as it moves toward its 150th anniversary, making several changes, including implementing and converting to a new Enterprise Resource Planning (ERP) solution; developing ‘virtual showroom’ technology to allow the sales team to create personalized selections for retail and business customers; and implementing new eCommerce and Gift Registry platforms that allow for ease of navigation and ordering for customers among others.
Borsheims’ president & CEO Karen Goracke believes in the importance of serving the customer however they choose to shop. “Customers value Borsheims’ integrity and quality, and we, in turn, value making shopping a seamless experience for them – no matter how they come to us,” Goracke said. “Whether it’s an online sale, a live chat that leads to an in-store consultation, or research conducted on borsheims.com for a special purchase—we are designing all our business functions with the customer in mind. Adrienne has the ideal skills to lead us in that direction.”
Photo: Borsheims vice president Adrienne Fay on the sales floor. © Borsheims