Retail Observer

RETAILOBSERVER.COM JULY 2020 52 F or reasons that should be all too obvious, the retail experience has changed dramatically in the past six months. But if there's one glimmer of positivity that's emerging from the coronavirus crisis, it's an increased awareness of the importance of having a strong digital strategy. In the early days of the lockdown, independent retailers began searching for ways to continue offering at least some level of service, even as they closed their stores. Attention immediately turned to websites and other digital offerings, and interest in chat service and demand for chat integration skyrocketed. It's been inspiring, to say the least, to watch how ready and willing our Members were to adapt their businesses in such a short period. And we're seeing plenty of examples of dealers whose efforts have paid off. The benefits speak for themselves. Conversion rates from chat range between 45% and 75%. For the customers, you're offering them a convenient way to connect with your store before they set foot in the physical showroom. You can develop great customer relationships even before you really get to know them. Chat is more than just a plug-and-play service – it's definitely not a set-and-forget tool. To realize the impressive benefits will require a well-thought-out strategy and proper execution. To get there, consider these best practices for implementing and optimizing chat service. WHEN SHOULD YOU OFFER CHAT? • At the very least, during normal business hours. • If possible, start your chat service a few hours before and after your store opens and closes. • Closed on Sundays? This would be a great time to offer chat so you can stay connected with your customers. • Ideal chat hours are Monday through Saturday from 8 a.m. to 10 p.m., with shorter hours on Sunday if your physical store is typically closed. TIPS FOR OPTIMIZING CHAT • Pop-up chats increase engagement with the service by about 50%. Wait about 30 seconds before inviting the customer to chat. • Limit the number of times you show the pop-up (it might become annoying). • Ask customers on product pages if they need assistance. • Regularly train your staff on chat, and review chat performance. • Have clear policies on how to manage offline/phone orders that initiate from chat. • Departmentalize chat sessions so product specialists answer chats related to their products. • Have multiple stores? Use geotargeting so the customer will be directed to the right location for assistance and/or to finish their transaction in-store. Jennifer Danko Technology of Business Trends Jennifer Danko, Vice President of Technology Site on Time RO ARE YOU INTEGRATING CHAT? HERE ARE SOME BEST PRACTICES Hello- My name is Jason. May I help you with anything today? orning, Jason- dered if you ew when I et a new one lacement.

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