13th of June 2024
How Ami helped to generate over £8 million worth of sales leads for a British retail company
The retail sector has to always balance maximising sales without compromising customer experience, this while minimising costs. Ami being present on the website to generate sales provides a solution all these dilemmas.
Ami can direct customers towards the sale of goods, services or anything a client wants to push to customers. All in an optimised and customisable manner, bespoke to each individual customer. In the process capturing a segment of customers that would never otherwise begin a transaction, creating hot leads from the wider website traffic. Bespoke, as Ami can follow a customer around the website, knowing what web pages they have browsed and which products they have researched, so that Ami can engage the customer in a personalised way from the start of the sale.
Customisable with the client able to modify every part of Ami sales, from offering extra services to altering the tone of voice to suit the client’s needs.
And, thanks to Ami’s comprehensive analytics, allows for an optimised approach to engaging customers and generating sales. Through the analysis of data, insights can be used to guide improvements to services clients offer to their customers. For example, knowing that waiting 10 seconds between a customer looking at a product and Ami offering a sale returns the best proportion of qualified sales leads. But far more data driven optimisations are available. For one of out clients knowing that on average online customers had budgets of £6,400 helped to guide decisions on website design so that customers were presented with products that already suited their likely price ranges while higher and lower valued products were moved away from the main landing pages.
In a store, staff can approach customers and engage them directly, but a human cannot stand around on a website. This is where Ami sales come in, engaging customers and providing a source of potential revenue that would otherwise be inaccessible. An automated solution to the issue also comes with the benefit of a more attractive price tag than the army of live agents that would be needed to engage as many customers as Ami can on a website. Using examples from past clients, Ami sales are used to encourage customers to make bookings for the services on offer. In the past 3 months, only 690 customer-initiated appointment bookings through Ami while Ami sales brought in 2,454 customers, or around 350% more leads than if Ami did not act proactively. The benefits are even clearer when seeing how many of these became qualified leads; only 27% when customers initiated but 54% of Ami lead sales became qualified. That is £8.3 million in potential revenue, while without Ami, only £1.1 million would have presented itself. In other terms, that is an 8-fold increase in potential revenue, or once Ami’s costs are incorporated up to a 1300 time return on investment.
All of this still ignores the less tangible but still highly beneficial value the accompanying analytics provide. A wide array of data from invites can be tracked: time of day, webpage URLs, interest in optional services, lead conversion rates etc. But for most retail clients, aiming to provide a high quality but affordable service, budget information is a key metric that we understand well. Knowing what a customer is willing to spend has wide reaching impacts, influencing the focus on what products to make available, stock decisions, insights into what customers could be looking for from their projects and many more. For instance, budget data by project type, or change in the average budget over the year.
Ami sales are, overall, a cost-effective way to capture and convert a segment of online potential customers into qualified leads, that is hard to do with other methods. And with it, comes an array of data driven insights that can be used to influence and improve areas spanning across departments, not just the single goal of increasing sales through the website.
Author
William Yang Zhao-Bird
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