For American Signature Inc. (ASI), a family-owned home furnishings retailer, success has always been about more than just selling furniture. It’s about creating homes—and that starts with the people who bring the brand to life in stores every day.
With 123 stores across 17 states, plus distribution and home delivery centers, ASI employees juggle everything from product launches to logistics to customer service. But for years, staying aligned was harder than it needed to be.
“We were spread across multiple channels—email, phone, text messages, various apps, carrier pigeons, smoke signals,” said Rob Coultrip, ASI’s Senior Manager of Store Operations & Communications at NRF. “We tried it all.”
Important updates got lost. Employees spent too much time searching for information instead of focusing on customers. And with no clear way to connect with leadership, engagement suffered.
ASI knew it was time for a change. They didn’t just want to fix communication. They wanted to build a workplace where employees felt more connected, empowered, and valued.
What they built wasn’t just a better system—it was a culture shift that’s transforming how ASI operates.
The Retail Engagement Gap: Why ASI Knew It Had to Change
For ASI, the goal wasn’t just to streamline communication—it was to rethink how employees connect with each other and with leadership.
“The answer to our challenges is in our stores,” Rob said. “We can’t visit every location daily, but now, we don’t have to. Zipline helps us stay connected.”
They focused on three key areas:
- Eliminating fragmented communication and creating one source of truth
- Making every employee feel informed and included, no matter their role or location
- Fostering a stronger sense of community across stores, distribution centers, and corporate teams
A New Era of Communication at ASI
To achieve this, American Signature Inc. turned to Zipline—not just as a tool, but as a platform for driving engagement, alignment, and cultural change.
Watch Rob’s ZipTalk from NRF, where he breaks down ASI’s transformation in his own words:
Here’s how the ASI team brought their vision to life:
1. Bringing Leadership Closer to the Field
In retail, ensuring frontline employees feel connected to company leadership isn’t always easy—especially in a business as geographically spread out as ASI. But when employees feel heard, valued, and informed, engagement thrives.
“Our executive team, in a heartbeat, can share a video to the field using the Zipline dashboard,” said Rob. “That kind of transparency wasn’t possible before.”
By giving store teams direct access to leadership updates—rather than relying on secondhand communication—ASI has strengthened trust, improved alignment, and made it easier for employees to see how their work connects to the company’s larger goals.
2. A One-Stop Shop for Every Employee
Before ASI revamped its communication strategy, store teams wasted valuable time digging through emails, outdated binders, and multiple apps just to find the information they needed. Now, employees can access everything in one place—whether they’re on the floor assisting customers, managing deliveries in a warehouse, or prepping a new collection launch.
“We needed to eliminate confusion,” Rob said. “With so many different sources of information, teams weren’t always sure what was current or accurate. Now, with one platform, they know exactly where to go.”
Today, ASI employees rely on Zipline’s centralized library to quickly pull up:
✅ Policies and standard operating procedures (SOPs) – No more flipping through paper manuals in the backroom.
✅ Visual merchandising and product knowledge – Associates can access real-time updates on store displays and new product details right from their devices.
✅ Company news, events, and strategic updates – Employees stay in the loop without needing to rely on trickle-down communication.
By ensuring employees have the right information at their fingertips—without having to pause their work—ASI has improved efficiency, reduced miscommunication, and empowered teams to make informed decisions on the spot.
3. Encouraging Two-Way Communication
Retail communication has historically been top-down, but ASI wanted to give employees a voice.
Now, store teams can send real-time feedback to HQ, ensuring better problem-solving, faster decisions, and more engagement.
“The answer to our challenges is in our stores,” Rob said. “We can’t visit every location daily, but now, we don’t have to. Zipline helps us stay connected.”
4. Creating Community Across Locations
One unexpected success? Zipline Groups—a space where ASI employees can celebrate wins, ask questions, and share best practices.
“It’s like social networking for our organization,” Rob explained. “We have store teams in New York talking to store teams in Florida—connections that never would’ve happened before.”
From shouting out great customer experiences to sharing store photos and successes, ASI employees are engaging with each other in ways that go beyond just getting the job done.
The Results: A More Engaged, Aligned Workforce
At ASI, employee engagement is more than a metric—it’s the foundation of the company’s success. By rethinking communication and breaking down silos, ASI has created a culture where employees feel valued, connected, and empowered to take action.
Store teams no longer feel like they’re working in isolation. Instead of top-down directives getting lost in the shuffle, communication now flows both ways—giving employees a voice and a clear sense of purpose.
“Engagement is the cornerstone of our success,” Rob says. “When employees feel informed and connected, they’re more motivated to contribute. We’ve built a framework that empowers teams, strengthens culture, and drives business results.”
This shift has led to three key changes across ASI’s stores and distribution centers:
- Employees are more engaged. Teams are actively participating in company-wide conversations, sharing successes, and asking questions that drive business improvements.
- Managers feel more connected. With a clearer picture of execution across locations, leadership can offer support and recognition in ways that weren’t possible before.
- Decisions happen faster. With real-time communication, store teams can problem-solve on the spot—leading to better customer experiences and smoother operations.
What started as an effort to streamline communication has grown into something much bigger: a connected workforce that feels heard, supported, and equipped to do their best work.
Looking Ahead: What’s Next for ASI?
ASI’s transformation isn’t over. With technology, transparency, and teamwork at the heart of their strategy, the retailer is continuing to find new ways to:
- Expand employee training and learning directly within Zipline.
- Refine communication strategies to ensure every message is relevant and actionable.
- Strengthen community-building efforts to keep engagement high.
“The success we’ve achieved proves that the right tools don’t just change processes—they change culture, relationships, and business outcomes.” – Rob Coultrip
Want to transform communication in your stores?
Discover how Zipline helps retailers like ASI engage employees, drive execution, and create stronger teams.
