High-Tech and Fashion: the results of iAdvize’s top 10 customers after the 2016 January sales

11 million UK consumers shopped online on Boxing Day this year. Moreover, online sales of non-food products grew by 14.9% during the month compared to January 2015 according to Internet Retailing. There is strong competition between sales, private sales and other special offers (proposed by merchants in mid December to boost sales after a challenging end of year). Still, the sales remain a strategic period for companies, especially for the fashion and High-Tech industries. Here is what we analyzed during the end of year sales in 2015. 

Focus on the High-Tech industry

According to the new 2016 Accenture Digital Consumer Survey, in 2016, 48% of consumers intend to buy a smartphone, 30% a laptop, 30% a television, 29% a tablet and 13% a smartwatch.

For our Top 10 High-Tech clients, the first week of the sales was a success in every way: revenues, satisfaction, team performance.

On average, our customers convert 20,45% of visitors assisted via chat. Also, they multiplied by 2,4 the average basket value of visitors who chat (478 on average) compared to visitors who don’t chat.

Thanks to their engagement strategy, this performance enables them to achieve excellent ROI: during the sales, an average of €92,56 are generated after a chat contact !

The customer satisfaction levels are also great with an 87% satisfaction rate after a chat exchange.

€92,56 

Le chiffre d’affaires généré après contacts par Chat ou Call connaît une augmentation de 46,7%.

Average turnover generated after a chat exchange.

€478

C’est le montant du panier moyen des clients assistés par Chat ou Call, une diminution de 8,86% par rapport aux soldes d’hiver 2014.

Average basket value of customers who chat and purchase during the first week of sales.

20,45%

Taux de conversion après Chat ou Call pendant cette première semaine de soldes, soit 2 points de plus qu’en 2014.

Conversion rate after chat or callback support during the first week of the sales, an increase of 2 percentage points compared to 2014.

+35%

Les services clients des eCommerces ont assistés 48% de visiteurs supplémentaires par Chat ou Call par rapport aux soldes d’hiver 2014

Chat agents handled an average of 35% more contacts per hour during the sales.

€542,000 

C'est le nombre de jours qui se sont écoulés depuis le début des soldes d’hiver 2015.

The potential turnover high-tech websites missed out on because chat agents were busy or away.

87%

Satisfaction globale des visiteurs après assistance par Chat ou Call, + 2 points par rapport à l’année dernière :)

Global Satisfaction rate after a chat exchange.

Bonus: missed opportunities

We observed that potential contacts were missed either because a chat agent was already chatting with another visitor or because no other chat agents were connected to the iAdvize panel. We analyzed that, on average, high-tech websites missed 5,732 opportunities to engage with visitors via chat, that is to say an additional turnover of €542,000 during this first week of the sales!

Focus on Fashion

According to eMarketer, online apparel sales are expected to reach $86.0 billion by 2018. For brands and their customer service, the stakes are high: they have to understand the main barriers that limit conversion which is, of course, higher in this period when consumers make more frantic purchases. Moreover, brands have to focus on baskets with more value to avoid being overwhelmed by the increased volume of contacts.

After a week of sales, we observed the performance of our Top 10 customers in the fashion industry who use the iAdvize solution. 3 results stood out:

€205,09 

C’est le montant du panier moyen des clients assistés par Chat ou Call, une diminution de 8,86% par rapport aux soldes d’hiver 2014.The average basket value of customers assisted via chat, an increase of 145,61% compared to the average basket value of visitors who don’t chat.

27,89%

Taux de conversion après Chat ou Call pendant cette première semaine de soldes, soit 2 points de plus qu’en 2014.

Conversion rate after chat during the first week of sales.

Support
Satisfaction globale des visiteurs après assistance par Chat ou Call, + 2 points par rapport à l’année dernière :)

18,8% of post-chat turnover is generated after a chat about a customer’s order.

Visitors who chat have an average basket value of €205,09, that is to say 145,04% more than those who don’t chat. We can conclude that thanks to their tailored engagement strategy, brands have succeeded in mobilizing their chat agents on contacts with higher added value.

In addition, on average, chat agents converted 27,89% of the visitors they support. By analyzing the history of past chats, we noticed that 23,6% of the turnover generated after a chat conversation comes from questions about the customer’s order. Thus, this is the primary reason for which visitors chat and that generates the most added-value, then, there are questions about special offers, advice on products and product returns. Chat agents achieve a global satisfaction rate of 87,5%.

 

2015 retrospective

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