Leading cycling retailer Ribble has unveiled a new omnichannel feature on its ecommerce site that lets its online customers instigate live video chats with knowledgeable in-store staff.
Powered by Go Instore’s customer engagement platform, Ribble’s online customers can click on a staff icon at the bottom of the webpage to connect with a member of staff in the brand’s Preston store.
Staff will be able to give advice about online purchases and, using a hand-held video camera, talk customers through a range of products, or even physically demonstrate them. The video feed is one-way so that customers will see the store staff, but the staff will be unable to see them.
Andre Hordagoda, Go Instore co-founder, said: “As a keen cyclist and having been through the consultative process of buying road bikes over the years, I fully appreciate the need for professional support in getting sizing and configuration just right.”
The opening hours of the Preston store have been extended to allow for the fact that the most popular online browsing time is in the evening, when the store is usually closed.
If the trial is successful the retailer will extend the feature to its two other UK stores
“Building on our strong online presence with the introduction of Live In-Store, we have enhanced our customer service capabilities and can now interact even more directly with our customers,” said Matt Lawson, Ribble CDO.
“This is a strong tool to increase our omnichannel offering and to further build relationships with our customers – both new and existing. The immersive live video calls help to bring our brand story to life. The early response has been very positive in terms of customer uptake and sales.”
Speaking to GDR CEO Kate Ancketill in late March, the brand revealed they’re having to expand operations to keep up with demand during the Covid-19 pandemic.
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