Mobile and broadband internet provider The Phone Co-op has seen its eCommerce customer conversion rate leap from 1.7 per cent to 5.0 per cent following the implementation of an intelligent guided selling (IGS) tool, provided by Conversity. During a time of increased online activity due to the nationwide lockdown, this has been hugely powerful in helping The Phone Co-op communicate more closely with its customers, many of whom are new to online shopping.
Conversity’s IGS tool was designed to make the process of buying a mobile phone or home broadband package less daunting, by transforming The Phone Co-op’s online platform so it put the needs of customers first. This meant removing the company’s prior emphasis on leading with products and deals, in favour of a system that provides personalised recommendations to every customer based on their individual requirements.
Alongside the uplift in conversion rate, the IGS solution has meant that customers are almost three times more likely to make a purchase when using the tool and that basket sizes are 3-5 times larger with the solution now in place.
Commenting, Jacci Marcus, head of residential business at The Phone Co-op, said: “The key goal of this project was to empower our customers to purchase products and services with confidence. This meant delving deep into the details that matter to our customers, and building a platform to meet their varying needs.
“With Conversity, we have created a fantastic IGS tool that fits perfectly with our brand ethos, and gives us a means of engaging with the customer in a way that no other telco business has achieved. We now have greater insights into our customers’ behaviour, which has given us an extra edge when it comes to launching new products, updating offers or maximising cross-sell opportunities. This has been especially important in recent times, with many of our customers taking to online shopping for the first time.”
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