Lucchese
The showroom, reachable from anywhere — and a 62% bigger order.
Lucchese boots are still finished by hand in Texas. What changed is who gets to watch.
A showroom the customer no longer has to reach by driving to Texas.
The problem
Lucchese has handcrafted boots since 1883, and a pair costs between $500 and $13,000. Buying one has always been a sensory decision — customers want to see the leather, handle it, and in their own words smell it. The nine Texas stores do that well. The website could not, and online sales stayed flat beside the counter.
The gap was not traffic and it was not the catalogue. It was that nobody was there. A product page can show a boot from eight angles and still leave the one question that decides a five-figure order unanswered.
What changed
Lucchese turned a physical showroom into a digital one and staffed it with dedicated salespeople. A shopper on the site reaches an expert associate on live video and chat, one to one, and the associate works the same catalogue the shopper is browsing — the drape of the shaft, the grain against a hand, the difference between two leathers at the same price.
They were the first brand on the module, live in January 2020. Little of the setup went into the tool. Most of it went into product storytelling, because every boot has a story a product page cannot tell and an associate on camera has to know how to tell it.
The result
Only a small share of visitors ask for an associate — around 1.9%. Of those who do, 29.7% buy. Against a storefront that converts 1.7–2% overall, that is the difference between a catalogue and a shop with someone in it.
The orders are also larger: average order value climbed 62%. Over the years since, Lucchese has attributed tens of thousands of orders, and millions in sales, to sessions that started as somebody clicking to ask a question.
A typical DTC storefront converts 1.7–2% of visitors overall. Source: IRP Commerce / Smart Insights, 2025. Immerss figures are conversation-level and attributed to Lucchese.
“The challenge is figuring out how to drive more traffic through Immerss, because the conversion rate is so much higher. It’s obviously a better experience for customers.”
Three finishes at three prices. Which one is right is the conversation.
