[Infographic] How one sports retail brand redeployed their employees online

8min read - Natasha Jabury

COVID-19 & distribution

The arrival of coronavirus in Europe shook the commerce industry. From the beginning of March, 2020, all “non essential” companies saw extreme drops in visitor activity, before eventually having to shut their doors in certain countries. At the same time, e-commerce and conversations saw strong progress. How is it possible to fix low visitation rates for businesses? One of our clients in the sports goods sector was able to successfully transferred their selling power online. Let’s look at the results.  

Since 2016, this sports brand has been using iAdvize, the conversational platform, to assist their customers via messaging in customer service and product advice. In physical stores, every sales staff is an expert in their own sport. To enhance this specialized staffs’ skills, our client decided to have them test the iAdvize application in 2019. This sales staff advises online customers directly via messaging from the physical store.

A fast and efficient adoption

To compensate for the low agent occupation rate and to support online agents, the brand decided to redeploy 400 sales staff for online support with iAdvize. They work remotely, on their desktops or via the mobile application. In mid-March 2020, shops were ordered to close, resulting in an increase in their remote activity.

The questions asked via chat on different pages dedicated to different types of sports (fitness, yoga, but also outdoor) are redirected to the sales staff depending on their skills and knowledge. Managers have been trained to add these advisers to the platform very easily and to assign them to a particular sport.

See an infographic showing the results of this strategy below:

An infographic showing the results of this strategy

Preserved customer satisfaction

More than just pre-sales advice, the sales staff were mobilized to help online agents and handle large volumes of customer questions about delivery methods and delays. The brand was intent on maintaining an optimal customer satisfaction rate, which is ultimately their 1st priority.

Source: iAdvize data, March 2020

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