Backcountry.com dramatically improves conversion rates and reinforces prominent reputation with LivePerson's online engagement platform
Before deploying LivePerson's online engagement platform across Backcountry's websites, our Professional Services team evaluated the retailer's primary competitive differentiators: its knowledgeable staff and niche strategy. During the infrastructure discovery and analysis phase, LivePerson identified the three greatest areas of opportunity to maximize ROI. They're described below.
- Reach out to visitors demonstrating purchase intent.
To replicate the in-store experience, Backcountry
employed LivePerson's permission-based technology
to automatically monitor site traffic, identify top
prospects and proactively reach out to them in
real time. Based on domain expertise and best
practices refined over prior client engagements, our
PS team developed a series of rules and behavioral
events that subsequently triggered proactive chat
invitations.
For example, industry research and LivePerson's benchmark data reveal a direct correlation between visitors who use comparison tools and purchase intent. Therefore, when Backcountry customers use the site's product comparison features, they are greeted with friendly invitations offering immediate assistance from live gear experts. - Match gearhead product expertise to corresponding consumer interests. From the company's inception,
Backcountry.com has employed knowledgeable
product experts, drawing staff-referred to as
gearheads within the company-from specialized
backgrounds, including back-country skiers,
climbers, snowboarders, and hikers.
Skills-based routing features allow the retailer to match visitors with representatives based on product interest. If agents from one site are overloaded, the product's centralized infrastructure automatically routes incoming inquiries to gearheads on another site.
In addition, co-browse functionality in the agent console reveals current page views, enabling representatives to accurately greet and respond to customers according to inquiry origination points. - Elevate skills of customer service representatives dedicated to the online channel. In addition
to equipping Backcountry with intelligent
technology to proactively engage and consult with
qualified customers online, LivePerson supplied comprehensive training to ensure that gearheads
assigned to the chat channel would take full
advantage of their new online engagement and
interaction tools.
Delivering depth and breadth into relevant topics- including eSales techniques, product functionality, productivity tools, online communication etiquette, and administrator resources-the training workshop guaranteed staff readiness and ongoing self-sufficiency.
“We’re always pushing the envelope from vendors and partners to prove ROI. LivePerson stepped up to the plate and earned a spot in our customer acquisition and satisfaction strategy.”
Dustin Robertson
Vice President of Marketing
Backcountry
"I had been looking for a very specific skiing/biking backpack for weeks now and every store I called put me on hold for 15 minutes and came back with nothing. I clicked on Backcountry's live chat button and told the guy what I was looking for, and he sent me the link to a page for the pack in about 30 seconds. So I bought it!"
John O'Connor
Backcountry customer