Confer With were able to offer a more immersive product that reflected Hughes’ values. It’s empowered a team to deliver a two-way video call with tools to suggest alternatives and add ons in a buy flow.
“Inspiring customer loyalty through quality customer service” – Hughes. The alignment of their motto with the very same values have been the driving force behind their success across the country. Since their humble beginnings in 1921, Hughes has grown exponentially, having been named the ‘Best Voted Electrical Website’ and winning ‘Internet Retailer of the Year’ in 2016.
We sat down with Systems and Project Director, Henrico Doward, Shop Live Manager, Peter Harvey, and Hughes Smart Associate, Nick Cooper to discuss their journey using live video shopping.
The conversion of one way video provider
Increase in conversions versus shoppers who don’t engage via video
The challenge that Hughes previously faced was a common one; before integrating Confer With’s platform, they were running a virtual shopping platform that consisted of many restrictions. The main one being, it was essentially a one-way video call.
As described by Henrico Doward, Hughes is an omni-company that sells to businesses, commercials, customers, and even offer rental services; they wanted to create an in-store environment with the same service, online. Their goal was to set themselves aside from regular online businesses and provide their customers with a unique and bespoke service.
We are a family run business and in our 100th year. Our USP always has been service, it’s a personal service, it’s delivery, and looking after customers.
Confer With’s unique functionality allowed Hughes’ staff to continue selling at a premium standard against their competitors. This is a different and more personalised service that Hughes were previously able to deliver as an online business.
Experts can present any item in the eCommerce inventory, even if it is not in the same room as them. From there, either the expert or customer can add items to a virtual shared basket, which is then pushed on to Hughes’ checkout page. But why do customers enjoy live video shopping at Confer With? Hughes Smart Associate, Nick Cooper, explained that if a product suggested by him did not match the customer’s preferences, then our Alternatives Feature provided them with other possible options.
By using the Alternatives Feature, I could show the customer a product that is similar in nature. The customer’s reply was “yeah, that’s bang on!””
In addition, Hughes expressed the unique opportunities Confer With’s live video shopping touch points bring to their business. When customers enquire about a particular product that is unavailable on the shop floor, Hughes are still able to cater to their customer’s needs.
“It’s great to suggest images of a similar product inside that call and demonstrate alternatives. Even if we don’t have it physically available to us.” – Peter Harvey
Confer With’s platform features has also allowed Hughes to streamline at quieter times in the day and have people working from home much easier. By using the images and product descriptions from their website, they are now able to offer a better working-from-home service than previously available to them.
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