Omnichannel retailers seeking to turn online browsers into buyers have a new weapon at their disposal: live interactive video help from in-store staff.
In a presentation at the Millennial 20/20 conference in New York on Thursday, an employee at shoe store Axel Arigato’s London flagship appeared live online via the click of a button in New York. He answered questions and walked to pick up the actual shoe that was displayed on the website to talk about what’s unique about it."Millennials are bonded to the idea of wanting an experience"
While that was just a demo, the shoe retailer, which sells online to customers worldwide, has seen both increased rate of online shoppers converting to buyers and higher transaction amount online as a result, said André Hordagoda, co-founder of tech startup GoInStore, the provider of the technology, which counts among its customers hotel chain Marriott. What’s more, the sales employee at the store also would be able to see the online shopper’s purchasing history and make other recommendations as a result.
“This is in-store shopping online,” Hordagoda said, calling it “an interactive sales experience.”
With consumers, led by millennials, increasingly demanding two-way experience as part of their buying process, platforms like GoInStore are raising the bar on online customer service help beyond live text and video chats that are often done from a call center.