Case Study: UK High Street Fashion Retailer achieves 51% email reduction and 29% fewer contacts per order with eGain SelfService+AI™

High Street Fashion Retailer Styles Better Online Customer Journeys

A century‑old, multibrand fashion retailer with hundreds of stores, tens of thousands of employees and $4B in annual revenue relied increasingly on eCommerce—about 25% of sales—but rising website traffic drove a surge in emails, phone calls and contacts per order. That increased operational costs and strained contact centers, creating an urgent need for brand‑aligned self‑service that would reduce support demand while preserving each brand’s customer experience.

The company deployed eGain SelfService+AI, using out‑of‑the‑box templates and a centralized knowledge base to create brand‑specific self‑service portals in just three weeks. Within the first week contacts fell 23%, email volume dropped 51% (14% better than target), contacts per order declined 29%, and customer satisfaction improved, relieving contact center pressure and boosting online performance.