This document discusses how online retailers can adapt successful customer service innovations from brick-and-mortar stores to improve their digital customer experiences and online sales. It provides examples of translating five offline customer touchpoints - the greeter, sales associate, personal stylists, Avon lady, and Tupperware party - to digital formats using technologies like virtual assistants, AI, chatbots, video chat and social selling. The goal is to achieve online retail success by creating memorable customer experiences across online and omnichannel touchpoints.

1. Out-Amazon Amazon in
Online Selling
Adapt Offline Innovations for Digital
Retail

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Why we chose Amazon
“Amazon” is a champion in online selling
and customer service.
The word has been used as an aspiration,
and even a verb, in recognition of that
excellence.
[Also, it makes for a provocative title!]

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Online or offline, sales is where the
rubber meets the road
Why not adopt successful
customer service
innovations of the brick-
and-mortar retail world to
online retail?

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Online or offline, sales is where the
rubber meets the road
NOW YOU CAN
thanks to advancements
in customer engagement
technologies.

5. CX Innovations
5

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1. The Digital Walmart Greeter
A Walmart greeter welcomes customers to the
store, assists them with cart selection, offers
coupons, and even guides them.

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The Digital
Greeter
7
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Welcome, the Digital Virtual Greeter!
Also called chatbot, virtual
assistant, VA, virtual agents,
avatar.
You could also think of them
as a business Siri.

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The Digital
Greeter
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It greets, assists, offers, guides…
The VA can
• Answer common questions in a
natural language dialog
• Push relevant web pages to the
shopper
• Give website tours to the
shopper
• Transition the shopper from self-
service to a human expert, with
full context

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The Digital
Greeter
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1
It is your brand ambassador…
Brand-align the chatbot.
It can greet thousands of your
website visitors 24x7, all at once.
It works 365 days.
It’s multilingual for your global
customer base.
And communicates via speech
or text.

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The Digital
Greeter
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1
And it’s omnipresent
You can implement it across
channels and touchpoints
• Website
• Mobile
• Social network

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2. The Digital Home Depot Associate
Home Depot’s associates are considered experts,
and in Home Depot’s own words, critical to their
“competitive advantage.”

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The Digital
Associate
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2
Knowledge + AI = Digital Associate
Case-Based Reasoning
(CBR), an Artificial
Intelligence (AI)
technology that simulates
human intelligence, uses a
step-by-step dialog to drive
self-service conversations.
CBR acts as a digital expert
guiding customers and
contact center agents
through the knowledge base
to the next best steps and
right answers for issue
resolution.

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The Digital
Associate
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2
Knowledge + AI = Digital Associate
Use this AI guidance
• On websites to help
customers find and buy
what they need
• In contact centers to help
sales and service agents
find the right answers and
turn them into expert
associates

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3. The Digital Nordstrom Stylists &
Pianists
Create digitally the memorable and high-
touch experience that Nordstrom creates with
its personal stylists and pianists.

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The Digital
Touch
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3
Be personal
Use technology for
personalized communication
• Text chat and video chat
• Cobrowse-aided phone
conversations
• AI guided help
• Contextual content or
coupon offers

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Success
story
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3
Make happy customers
Global clothing and outerwear
retailer
• Proactive chat offers secure
“helping hands” to as many as
2000 customers a day
• Reactive chat has received an
average 5 star customer rating
from 600,000 visitors
CHAT + OFFERS

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4. The Digital Avon Lady
The Avon ladies sell where the
consumer lives in the physical world.

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The Digital
Avon Lady
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4
Be social and mobile
The digital “Avon Lady” will sell to consumers where they live in
the digital world, i.e., the web, social networks, smartphones,
and tablets.

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Success
story
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3
Global fashion and beauty etailer
• 3000 weekly social media posts
• Proactively responds to social
posts with eGain Social™
• Addresses social posts in-
channel, within 10 minutes
• Offers seamless omnichannel
experience across web and
mobile
SOCIAL + OFFERS
Offer omnichannel experiences

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5. The Digital Tupperware Party
Tupperware is known globally for fun parties held in
the homes of “hosts,” where business is conducted
with “guests.”

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The Digital
Party
21
5
Host the perfect digital party
In the digital world
• Host prospects on online
communities, emails, and social
channels
• When they are ready to buy,
transition to sales
Reads
blog
posts Buys
online
with next-
day
shipping
Looks up
FAQ
Chats
with
associate
Likes the
company’s
Facebook
page

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Final Word
Achieve your online retail sales goals in 3 steps
1. Adapt the offline innovations from brick-and-mortar retailers
2. Apply them to the digital world by leveraging next-generation
customer engagement technologies like virtual assistants, AI-
reasoning and knowledge, video chat, cobrowsing
3. Create amazing customer experiences and take web sales to a
new level

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© 2017 eGain Corporation. All rights reserved.
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