Burrow, a direct-to-consumer online furniture brand known for its customizable designs, closed its showroom in March, due to Covid.

After closing its flagship brick-and-mortar store, Burrow re-created the IRL shopping experience, online, for customers everywhere. The Burrow “House from Home” service provides online consultations with design experts. The 15-30 minutes consults add a human touch to online shopping and provide important reassurance for personalization/customization choices.

Customer service programs have often been viewed as peripheral to mainstream marketing and branding efforts. Customer engagement programs (launched during Covid) have turned customer support into a top priority branding/communications tool. This is an important place to concentrate efforts, for brands looking to “play good offense.”