Retail Observer

RETAILOBSERVER.COM SEPTEMBER 2022 48 O ne could argue that live chat, the online tool for conducting real-time written exchanges with customers, is a natural extension of mobile texting. In fact, once texting – and later tweeting and other social media postings – became commonplace or even preferred over face-to- face and phone conversations, chat took off. For many retailers and shoppers, chat services became an essential communication lifeline during the height of COVID when some showrooms were ordered closed and customers feared to visit those that remained open. Since then, live chat and its text-to-chat offshoot have become entrenched as key components of the retail toolbox, and their greater immediacy over email has made them a favorite forum for consumers and merchants alike. For BrandSource members who employ it, there's no looking back. But for those who are interested in chat but have yet to implement it, questions abound: Should I do it? How much work does it take? Who do I hire? What are the different options? To help address these issues, the client services team at AVB Marketing (AVBM) queried some of BrandSource's most successful members who are managing the format effectively. Their insights can provide a road map for others who need a little inspiration to jump into chat. WHY USE CHAT? "Chat is very important for our online sales," said Steven VanHoose, VP of Big Sandy Superstore in Ashland, Ky. "Customers have questions before purchasing online, or they can't talk on the phone at work but are able to chat." Tim Hillebrand, a principal at Don's Appliances in Pittsburgh, said chat enhances the online shopping experience. "With our website acting like a store, we need to create a customer experience like we have in the store and be ready to answer all questions that arise," he said. For Milwaukee-based Colder's principal Randy Felker, the better question is "Why would you not have chat?" – something he now equates with not having a business phone. "You can't expect customers to always connect with you in ways that you want them to," he said. "Many people will click to chat far quicker than they'll pick up a phone or invest time in sending an email. You have to give them the options they want in order to engage with them." And engage they have, with Colder's compiling nearly 31,000 unique chat engagements with customers over the last 12 months. Jeff Johnson, digital strategist for Bekins, concurred. "Chat gives us another opportunity to greet customers, answer questions and provide more guidance through the appliance and electronics selection process," he said. Having a chat function was especially critical during the pandemic, when Michigan, the company's home state, issued stay-at-home orders and e-commerce became paramount. "Chat provided another way for us to maximize leads through our website," Johnson said. For those concerned about possible pushback from the sales team, AVB Marketing's own Michael Cox put those worries to rest, based on his experience as a former staffer at Pieratt's. "Once your salespeople start closing deals via chat in 15 minutes, they'll get on board," he said. "Our best sales guys loved it and would be answering these messages from home, sometimes even as they were heading to bed." Next month: How to choose a chat option. WHAT'S ALL THE CHITCHAT ABOUT CHAT? BrandSource members add to the conversation Lauren Urbanek B2C Marketing RO Lauren Urbanek is a senior digital marketing strategist at AVB Marketing, the advertising, e-commerce and digital marketing arm of the AVB BrandSource buying group.

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