COAT
"We are consistently driving more website conversions as a result of customers interactions with Chattie"
Rob Green - Co-founder (COAT)
Situation
COAT is an online provider of paint supplies to consumers and the trade.
Challenge
Engaging customers and supporting them through the website to a purchase.
Outcome
Improved conversion rates and new insights into consumer needs.
The Detail
Situation:
COAT, a provider of paint supplies has to keep innovation at the top of the agenda in a market that has stood still for years. Focusing on both consumers and trade business, the organisation prides itself on being sustainable and culturally different from the traditional providers. Differentiating through exceptional product quality is one thing, but as an e-commerce company, customer service, brand image and understanding consumer needs consistently sit top of the agenda for the organisations leadership.
Challenge:
As an E-commerce provider, COAT are continuously looking for ways to better engage their customers and support them through a buyer journey to purchase. Having seen success with human ‘colour consultants’ on their website, COAT started to look at what AI technologies were available to augment the colour consultant service and make it available 24/7. Some products COAT assessed were subject to AI hallucinations, with one example sharing competitive paint products when making recommendations. With a very specific set of products and clear differentiation in the way they communicate to the market, COAT needed a product they could control and trust.
Solution/Outcome:
Chattie was taught all about COAT's products, incorporating the full catalogue of colour descriptions as well as content from the website and competitive materials so it could act and speak like one of the employees, and paint (excuse the pun) COAT in the best light versus competition. Chattie was instructed on how to behave to ensure it matched the brand and cultural guidelines of a COAT employee.
"Not only are we confident in the level of service this provides our customers, the results speak for themselves. We are consistently driving more website conversions as a result of customers interactions with Chattie." (Rob Green - Co-founder)
One of the unexpected benefits of the solution has been through Chat Analytics. The COAT leadership team now have a better understanding not only of the users who convert to purchase, but insights into why visitors interactions did not lead to purchase, leading to better decisions at board level.