The Customer Is The Channel

The customer-centric blog of Linc Global

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How a Billion Dollar Childrenswear Company improved loyalty and LTV by 65%

Whenever children or babies are around - you know you'll have your hands full, with little time to spare. 

So if you’re a retailer selling to this time-strapped demographic, it makes sense to put convenience in the center of your customer-engagement efforts.

A leading multi-billion dollar childrenswear company understood this and wanted to make it easier for its customers to communicate with them.

Given that today’s generation of new parents increasingly favor communication via social media channels such as Facebook (and even via voice assistants such as Alexa and Google Assistant), it made sense to go where customers were, and to make communication easier and faster, to meet rising customer expectations. With a combined following of more than five million consumers on its Facebook pages alone, the ecommerce leader understood that the FB channel was a crucial component of day-to-day communications with shoppers.

Their head of ecommerce turned to Linc to adapt to changes in customer behavior and meet new levels of customer expectations. Specifically, with a focus on:

  • Email updates with live content and SMS text messages (Customers absolutely loved both, and especially appreciated how quick and easy getting an update was via text), and
  • An AI-powered Facebook Messenger chatbot, which helps brands automate customer engagement and care for their shoppers.

Implementing the Chatbot

With a chatbot, customers can now track packages and receive instant answers, 24/7, to order questions, instead of needing to interact with human representatives, which is not as convenient, and also sometimes requires a wait. The company also had the idea to use chatbots to update customers on pick-up-in-store orders that were made online, an innovative use of the tool that is keeping customers from having to search for an update email or phone call.

Using chatbots, they have been able to better serve customers, while also mitigating the volume of inquiries handled by traditional service channels, lessening labor costs and also reducing strain on customer care representatives.

Customers can easily get updates on their orders, and also ask questions, plus get answers about their pickup orders, in realtime, through the most convenient and timely channels.

Results

With customers now able to get timely updates on the channels there prefer to use, this leading brand is strengthening customer loyalty and differentiating itself from competitors. Moreover, KPIs are showing that better experience mean more revenue.

  • Average purchases per year are 64.7% higher for customer who opt in to use conversational channels
  • 12 month customer revenue is 50.4% higher for customers who use automated assistance

The Future is now

The team is currently assessing voice assistant platforms, and how they can offer immediate answers about orders, while creating branded experiences on these platforms, powered by a branded assistant running on Linc's platform.

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