Success story

How Moving to E-Series Helped Silver in the City Achieve Growth

United States

Silver in the City

Silver in the City, owned by Kristin Kohn, is a boutique specializing in unique and whimsical gifts. The boutique strives to offer customers an exclusive gifting experience — where they can offer their loved ones thoughtful gifts from a local shop.

From jewelry to houseware items, you will certainly find the ideal gift for any occasion. Silver in the City has 2 charming locations in Indiana and an online store. 

Silver in the City is very community-oriented. They actively collaborate with other small businesses in their neighborhood, supporting one another and growing the community.

To give back, they’ve created the Silver Linings Fund, which Kristin mentions is one of the things she is most proud of. They contribute 1% of all sales to this fund, which works towards creating equal opportunities for BIPOC communities.

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Lightspeed proudly provides Silver in the City with its ecommerce solution that allows them to share their unique story and sell their products locally and globally online. They also use Lightspeed’s Retail POS and Payments solution for their store.

Silver in the City has been a Lightspeed customer for 14 years and is celebrating their 24 years in business this year.

When Silver in the City started with ecommerce, they began with Lightspeed eCom (C-Series) and have since moved on to Lightspeed eCom (E-Series).

“I definitely feel confident that we will achieve bigger growth through E-Series.”

Let’s dive into their ecommerce journey.

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Transitioning From C-Series to E-Series

We worked with Silver in the City to switch to E-Series so they could take advantage of more advanced tools to grow their business. This platform has many new functionalities which Kristin was interested in for their store.

The transition was very simple, and our team was there to help along the way. 

“Switching has brought us a range of valuable features we did not have before, such as the integration with Facebook and Instagram.” 

Reading articles in the Help Center and other educational tools made it easy to grasp how the platform works and start fulfilling orders without any additional training.

“Upgrading to E-Series was smooth and simple and did not require any training to get started.” 

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How Has Silver in the City Benefited From E-Series?

Once Silver in the City updated to E-Series, there was much to explore. The team shared with us some of the tools they’ve implemented and found the most valuable for their business.

Stronger Online Presence With Integrated Sales Channels 

With Lightspeed eCom (E-Series), Silver in the City easily promotes its store across different sales channels such as Facebook, Instagram, and Google. This helps to introduce their brand and products to new audiences.

Without these integrations, the team would have to invest in marketing, which would be tedious. However, with E-Series, marketing initiatives can now be executed directly from the platform, and the results are displayed on the dashboard.

  • “Once I got into E-Series, the biggest feature for me was the built-in interaction through the sales channels.” 
  • “Being able to market through Facebook and Instagram was something we were looking for, and that C-Series did not offer.” 

Recovered 10% of Ecommerce Revenue With Automated Abandoned Cart Emails

 In the last 30 days alone, this approach has successfully recovered 10% of the company’s total ecommerce revenue. Recent studies show that the average cart abandonment rate is 70%. That means 70 out of 100 customers will add a product to their carts but then leave your website without completing the purchase.

Sending reminders about their abandoned purchases is a powerful incentive for them to finalize their transactions. E-Series detects abandoned carts for you and sends automatic reminders so you can recover that sale.

The implementation of automated abandoned cart recovery emails has proven to be beneficial for Silver in the City. 

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Continuous Revenue With Pre-Orders

Silver in the City utilizes pre-orders for pre-made gift boxes and sold-out items in their store. Pre-orders are beneficial to build excitement for products that are soon to be launched or temporarily out-of-stock.

“The pre-order feature has helped our store make continuous revenue and sales” 

Silver in the City sells a wide selection of pre-made and customizable gift boxes in their boutique for special occasions like the holidays. People tend to shop early for the holidays, so having this product live in advance allows customers to secure their purchase before exploring other options. Customers can simply select their preferred arrival date and have it arrive right before the holidays.

Pre-orders also recently came in handy for one of their clothing items. During a local morning show, the host wore one of the hats sold at their boutique. This resulted in a surge of purchases, causing this particular hat to go out of stock. Luckily, they quickly activated the pre-order feature, and orders continued to flow, ensuring no revenue was lost during this period.

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Modernized Store With an Intuitive Website Builder

E-Series includes an enhanced website builder featuring a range of themes and designs for users to select. While transitioning to E-Series, Silver in the City revamped its website, giving it a new appearance.

The redesign not only modernized the look but has also improved user-friendliness, making navigation more intuitive.

“The website builder is great. I love to choose what happens when visitors click on another area or a specific page. Our website looks newer and more modern now. At first, we were hesitant to push our site live, as it just seemed too easy.” 

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Enhanced Customer Engagement Through Email Marketing

E-Series comes filled with new features for personalized and targeted email marketing through popular apps like MailChimp. 

Silver in the City was enthusiastic about streamlining the customer experience through email communications. When delivering a promo code via MailChimp, customers are able to apply it to their shopping cart by clicking on it, saving time and increasing the likelihood of its utilization. “It takes a lot off the people’s plates, and this is new to me coming from C-Series,” says Kristin.

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Tailored User Experience With Flexible Shipping Options

Serving both local and out-of-state customers, Silver in the City takes advantage of E-Series’ flexible shipping options. E-Series offers more flexible shipping options to be able to give a more tailored shipping experience.

With E-Series, you can offer customers who live in closer proximity a lower shipping cost, while customers situated farther away are presented with a higher but fair shipping fee. You can also provide a pickup option exclusively for local customers, as Silver in the City does.

Silver in the City also grants customers free shipping if their order exceeds $75, which is a great way to help conversion rates.

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We have the ability to set up custom rules for delivery and pickup based on the customer’s location. If they are within the radius, they can choose delivery or pick up, and their shipping cost will be lower due to the distance. This makes it easier to connect with our local customers and provide them with flexible shipping options.

Kristin Kohn

Silver in the City


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Result: Greater Sales with E-Series

Silver in the City can now easily generate more sales that were previously out of reach, thanks to the numerous tools and features available to them through E-Series.