Case Studies

They New York – Case Study

By October 24, 2021No Comments

How They New York used the Voicefront AI Sales Assistant to deliver their compelling brand story and increase conversion rate

Industry: Apparel

Platform: Shopify

Location: USA


They New York is a marriage of simplicity, design expertise, and minimalist style. Founded by siblings Jack and Angela Lin, They New York specializes in the design and manufacture of shoes for both men and women featuring a distinct, monochromatic aesthetic. Their products bear a signature palette of sparkling whites, deep blacks, and ambiguous grays.

According to their website, They New York features a line of unisex shoes influenced by German architecture and Japanese art, specifically the concept of “Ma” or empty, negative space filled with mystery and promise. With over 30 years of experience, the family has a deep-rooted pedigree in the shoe industry beginning with their grandfather’s factory in Taiwan. Using the design expertise and aesthetic acumen passed down from generation to generation, Jack and Angela have created a distinct product lineup that rests on the cutting edge of modernity.

When Jack and Angela Lin approached the team at Voicefront, their online storefront was finding it hard to keep pace with their brick-and-mortar storefronts. For years the duo had embraced the pop-up storefront as the cornerstone of their business model. Using a short-term rental space, They New York was able to generate a sense of excitement, novelty, and urgency amongst their in-person shoppers. This flash-style format allowed them to launch temporary storefronts in novel locations across the city. Their business model was met with both critical and commercial success.

The key factor behind the success of their brick-and-mortar locations? Connection with their customers. The founding partners —and the sales associates that they employed— were able to leverage the brand’s unique story, the family’s rich history in the shoe manufacturing space, and Jack and Angela’s personal tastes and love of eclectic styling to proactively sell their products to in-person shoppers. The problem wasn’t with their brick-and-mortar operations; it was in the efficacy of their online storefront.

They New York enjoyed a high conversion rate in their pop-up stores. Customers bought their products and left happily. The company, however, found it hard to achieve a similar conversion rate through its e-commerce efforts.
As a secondary issue, the duo was also having trouble liquidating their back stock to make room for new products. Their issues with online conversions had snowballed, forming an inventory backlog.


The key to their success in the brick-and-mortar forum was the result of high-quality customer engagement. The story behind the company’s history, inception, and aesthetic styling is a compelling one. They New York viewed every customer that would visit their pop-up locations as a chance for personal interaction. In turn, that level of engagement led to an uptick in sales. By relating and engaging, Jack and Angela were able to convert window shoppers into loyal, paying customers. They needed a similar tactic for their e-commerce arsenal. The solution? Voicefront’s on-site AI shopping assistant.

Voicefront’s AI solution learns from customer behavior over time. As a result, it is in tune with the average e-commerce customer, and it can sense when they become disengaged and are likely to leave the online storefront without making a purchase. It is at that critical moment when Voicefront’s AI chatbot platform is most effective. It can engage at-risk customers, answering questions about the product, suggesting other products that fit the customers’ tastes, and resolving any concerns the consumer might have, all while building trust, engagement, and brand loyalty in the process. Our AI solution acts as both customer service and sales, helping you and your company close the deal with increased regularity.


Implementing the Voicefront AI shopping assistant proved to be a watershed moment for They New York. Having a tireless representative on hand to field questions and concerns produced a tangible effect for the brand. The chatbot was able to prevent customers from abandoning the storefront by intervening at the most critical point before they navigated away from the website. Through the use of our AI platform, They New York dramatically increased their e-commerce conversion rate so that it was on par with their brick and mortar pop-up locations. In fact, the AI assistant’s reach and functionality were so great that more than half of all transactions on the website featured some form of interaction with the AI.

Voicefront’s AI solution was simple to integrate. It blended seamlessly with They New York’s existing tech stack and no coding or additional expertise was required to make it work harmoniously. In the end, their sales results speak for themselves.

“When we first contacted Voicefront, we found it hard to have a good conversion rate, anything remotely similar to what we had at our pop-up stores. Our brand, They New York, had phenomenal results when it came to in-person sales, but our online presentation was lacking. We weren’t able to leverage our story the way we did in the brick-and-mortar arena. Instead of generating easy online conversions as you’d expect with an e-commerce business model, our brand had a tough time connecting to our customers at their point of highest intent. In other words, we just didn’t have enough eyes on the prize. Implementing Voicefront’s AI chatbot helped us change all that. We were able to build a bridge to our customers when it mattered most. The chatbot helped us effectively relate our story —and gain loyal customers!”

Daniel Ojalvo
VP E-Commerce

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