New technology enables shoppers to consult live chat from the store

By Chloe Rigby

August 11, 2014 - 12:40 pm

Shoppers can access online live chat in store from their mobile device, using a new solution that aims to bridge the gap between the store and online customer service.

TouchCommerce’s newly-launched TouchStore enables shoppers to scan a QR code or send a text message to a number displayed near in-store products.

When they do so, a TouchCommerce window opens on their phone offering options such as routing them to a live chat agent or offering specific content. If the shopper is put through to an agent, that agent can see the shopper’s previous browsing behaviour, tailoring responses accordingly. As well as answering questions, the agent can provide content such as videos, coupons, guides and surveys to the shopper.

TouchCommerce says the technology could help retailers convert the 21% of shoppers who, according to a SeeWhy study, use mobile devices in-store to buy from a competitor and the 19% who are not likely to buy at all, despite using their mobile in-store.

“To succeed with a mobile-focused, omni-channel approach, retail organizations must align to the customer’s desired shopping process by proactively triggering personalized self-service, live web chat, or calling options in the omnichannel environment,” said Bernard Louvat, president and chief executive of TouchCommerce.

TouchCommerce says its solution will enable shoppers to circumvent in-store queues, using their own mobile device to find the guidance they need, while also gaining access to a wider range of products.

Linus Gregoriadis, research director at Econsultancy, said: “While some retailers are struggling to drive incremental growth, others are tackling the explosive use of mobile devices and the showrooming phenomenon head on by integrating mobile into the shopping experience and using it to bridge the physical and digital worlds. In a bid to extend the omnichannel into the physical retail experience, key players in the technology arena such as TouchCommerce have been quick to launch solutions that make the shopping journey hassle-free for consumers.”

“Mobile engagements are driving omni-channel growth across online and offline shopping environments,” said Clare Price, VP of research at Demand Metric. “Solution providers that are enabling brands to embrace the mobile platform and modernize interactions with in-store shoppers will be at the forefront of the omnichannel retail customer experience.”