Better than human? Three unlikely sales closed by the Envolve Tech A.I.
60% of online chat users are considering a purchase, but most online retailers treat online chat purely as a customer service channel.
This is an easy mistake to make. The questions shoppers ask as part of their purchasing decision can also sound similar to customer service enquiries. Online retailers rarely train or incentivise their customer service agents to identify or close sales, however, so these opportunities are mostly wasted.
Retailers who integrate Envolve Tech’s A.I. into their chat mechanism do not have this problem. The A.I. analyzes questions for buying signals that humans can miss, and presents customers with carousels of relevant products. It keeps customers in the sales funnel longer by answering questions with quick, accurate answers and encourages customers to keep browsing through products for longer.
Here are three examples of actual online customer conversations with the Envolve Tech A.I. on our partner sites, all of which resulted in sales.
Little Mistress - a question about home delivery leads to a maxi-cardigan sale
Customers visiting fashion retailer Little Mistress see the following greeting in the chat window: “Hi, welcome to Little Mistress. Would you like to: Search for a product, Ask a question, Get some inspiration, Talk to one of our team …” One customer asked, “Who will deliver my parcel?”
This is a classic customer service question, but is also possibly part of a purchasing decision. Instead of handing this query over to an agent (who might answer the question but not close a sale) the Envolve Tech A.I. drew upon its FAQ database and provided the customer with a list of Little Mistresses couriers. Crucially, the customer stayed within the sales funnel, and the Envolve Tech A.I. was ready for the next question.
“What maxi dresses do you have?”
The Envolve Tech A.I. provided a carousel of 9 maxi dresses and related items based on the customer’s question, along with the following response:
“From party dresses to prom dresses, midi dresses to maxi dresses; we really do have a dress for every occasion. Whether you’re after a casual day number, or something a little more glamorous for the evening, we also have stunning bridalwear to swoon over too.”
The customer then clicked through from an item listed the carousel and continued browsing before making a purchase - of a maxi cardigan!
After answering the question about couriers, a human customer service agent would much more likely have said, “have a nice day,” and signed off, or given the customer a link to an online customer service questionnaire. Closing sales is not what customer service agents do.
The Envolve Tech A.I. instead kept the customer browsing through products and kept them in the sales funnel.
Beauty Flash - a simple-sounding question without an easy answer
Retailers who assume that online chat will only be used for customer service questions are missing out on sales.
“Do you sell face cream?” asked visitors to the Beauty Flash website after opening the chat window.
The site menu lists Face Exfoliants, Face Masques, and Face Moisturisers under “Face & Body,” but the term “face cream” is not listed.
The reason “face cream” is not listed in the menu is because it is a catch-all term without clear boundaries. Ask five people to define exactly what counts as “face cream” and what does not and you will likely get five different answers.
Not being a person, however, the Envolve Tech A.I. presented the customer with a wide range of products from the Beauty Flash catalogue, all of which could be considered face creams: an eye-reviver, a firming cream, an anti-wrinkle cream, a gradual tanning cream, a cleanser, a collagen cream, an irritation-calming cream, and a moisturiser.
It turns out the customer wanted an eye-cream, and after clicking through the eye cream option on the carousel later purchased a soothing eye-makeup remover.
Abigail Ahern - cutting through unusual terminology
The Envolve Tech A.I. anticipates exactly what customers are looking for - sometimes with more accuracy than an on-site search can provide.
On the Abigail Ahern website a customer asked the online chat about “match pots.”
“Hi, please can you tell me if you do match pots of your paint range? I wanted to order one in Madison Grey,” she wrote.
The customer may have searched for “match pot” in the on-site search bar, but this term does not bring up any matching results. “Match pot” is actually an uncommonly used name for a “tester pot,” (or, as Abigail Ahern lists them, as “samples”).
Luckily for the customer, the Envolve Tech A.I. knew exactly what she wanted and brought up a 50ml sample of Madison Grey, plus three more sizes of Madison Grey, as well as other shades of Abigail Ahern paint.
The customer was able to quickly purchase the sample of Madison Grey they wanted without needing to explain exactly what they meant by a “match pot” in a back and forth conversation with a customer service agent. They found what they wanted, and Abigail Ahern got a sale.
"We have seen fantastic results fromthe very start, it’s proving very beneficial in driving new sales by instantlyanswering all types of queries from customers giving us benefits of assistedsales. The conversion rate from the channel is over 15%, higher than expected,but what’s more pleasing is we are now seeing daily sales with a great EPC,well over the average".
- joanna turner -
Why are you helping to take Envolve to market? "I see the product and business scaling very quickly. It has a great team to help drive the growth forward. With larger clients subscribing I can see the product being a real disruptor in the space”.
- MARK SMITH-
Chairman: Envolve Tech
Envolve is a performance marketing platform which uses AI technology to analyse customer online chat enquiries and match them with products based on natural language analysis.