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Twitter and live chat used to improve conversion rates
05/03/2010
A beauty retailer used Twitter to engage with customers and promote its live chat service, resulting in improved conversion rates.
A retail website used Twitter to get customers interacting with them and then boosted conversion rates further by using live chat software, it has been reported.
According to Internet Retailer, Beauty.com uses two Twitter accounts to provide tips and information about new products while the live chat service is operated by trained beauty experts.
The chat service is promoted through the Twitter feeds and the company says that it is converting 25 per cent of customers that use it.
Ron Kelly, vice president of customer care and logistics at Beauty.com, believes chat and social media helps to replicate the environment that consumers would find in a department store at the beauty counter.
He said: "The challenge that companies face today is the exponential growth of consumer conversations on the social web.
"The social web has become a vital touch point for branding and customer support."
The website's success with Twitter is in stark contrast to the advice of Michael Ross on the Internet Retailing blog earlier this year.
He said that Twitter and other social media services would not be important in the marketing efforts of e-business owners, instead stressing the need to concentrate on the websites themselves.
According to Internet Retailer, Beauty.com uses two Twitter accounts to provide tips and information about new products while the live chat service is operated by trained beauty experts.
The chat service is promoted through the Twitter feeds and the company says that it is converting 25 per cent of customers that use it.
Ron Kelly, vice president of customer care and logistics at Beauty.com, believes chat and social media helps to replicate the environment that consumers would find in a department store at the beauty counter.
He said: "The challenge that companies face today is the exponential growth of consumer conversations on the social web.
"The social web has become a vital touch point for branding and customer support."
The website's success with Twitter is in stark contrast to the advice of Michael Ross on the Internet Retailing blog earlier this year.
He said that Twitter and other social media services would not be important in the marketing efforts of e-business owners, instead stressing the need to concentrate on the websites themselves.