How West Elm syncs the in-store and digital experience

Retail Gets Real
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Since switching from molecular biology to a career in retail, Luke Chatelain hasn’t looked back. As West Elm’s Vice President of Innovation, Chatelain uses the same scientific principles in his work with retail technology to bring customers unique and interesting solutions.

On this week’s episode of Retail Gets Real, Chatelain explains how his background in biology prepared him to develop innovative solutions for synchronizing West Elm’s in-store and digital experience.

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Luke Chatelain (right) with host Bill Thorne (left)

Luke Chatelain (right) with host Bill Thorne (left)

Using forward-thinking technology at the intersection of user experience and revenue generation is a daily feat for Chatelain. A recent West Elm innovation – the Pinterest Style Finder – uses artificial intelligence image recognition technology to match a customer’s Pinterest board to similar West Elm products, helping drive cart conversion while providing a personalized experience.

Chatelain makes sure to not introduce tech for tech’s sake—he wants to build solutions that people actually use. But to retailers ready to introduce new technology, he says that “it takes a lot of hard work and people who are willing to collaborate.”

Listen to the episode to learn more about Chatelain’s technology development and innovation process at West Elm. To learn from other great innovators in retail, be sure to check out the Innovation Lab at NRF 2018: Retail’s Big Show.

Shaquayla Mims is a co-host on NRF’s Retail Gets Real podcast. Meet all the co-hosts and learn more about the show.