Live chat: a key pillar of real-time engagement
House of Fraser is a British department store group with 60 stores across the United Kingdom and Ireland. It was established in Glasgow, Scotland in 1849 by Arthur and Fraser. House of Fraser also has one of the fastest growing websites in the UK; in 2012, websales represented 11% of the Group’s sales.
House of Fraser has been working with iAdvize since January 2013. The web chat channel was deployed on the website to reduce the volume of incoming emails and improve customer satisfaction. Today, its use of this touch point has evolved to improve the customer experience of online shoppers at every stage of their journey on the website.
29% of visitors who chat finalize their purchase
This approach also enables House of Fraser to increase online sales thanks to chat. Indeed, the average conversion rate of visitors who chat is 29% and their average basket value is 20% higher than those who do not chat. With this simple, human and timely interaction, customer service agents can remove any doubts the online shopper may have, any friction that might be preventing them from finalising the purchase and can also suggest complementary products.
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