A UK retail trends report has found 60% of 25 to 34 year olds who are online and have questions prefer to speak to retailers via chat, text, and/or messenger APPs.
Are you a retailer who wants to improve your connection and engagement with 25 to 34 year olds? Activate and properly resource chat, text, or messenger technology to be ready.
The technology on it's own is not enough, success for this level of support comes in two parts:
- Good technology
- Good people answering the questions accurately and promptly
These employees don't need to have rich knowledge in all products, but they need access to people and/or information who can answer the questions.
Though this report has targeted the younger age group, in my analysis of many retail clients (large and small) who have chat available and do a good job of responding, found the following results:
- Consumers who did not use chat during their information gathering/buying journey converted between 1.5% and 2.5%.
- Consumers who used chat at one point in their journey converted between 8% to 10%.
If done right, Chat brings with it a sense of personalisation, something consumers crave in the digital experience.
Chat also delivers powerful insight into the questions being asked which forms your content creation plan for information needed online to stop the same questions from being asked in the future.
This form of online support is a heavy contributor to creating amazing online experiences.