Case Study: House of Fraser achieves higher online sales and customer satisfaction with iAdvize

Transforming Live Chat into A Key Pillar of Real-Time Customer Engagement

House of Fraser, a British department store group founded in 1849 with 60 stores across the UK and Ireland and a rapidly growing ecommerce business (20% of global sales at the start of 2016), faced the challenge of reducing incoming emails, improving customer satisfaction and boosting online sales while handling ~20,000 web chat contacts per month.

Since 2013 House of Fraser partnered with iAdvize to make live chat a core real-time engagement channel — deploying chat on Customer Support pages and in the checkout (triggered after one minute) to assist shoppers. The result: chat rose to 20% of contacts (from 5% year-over-year), half of chats occur on support pages, agents handle ~8 chats/hour, 29% of chatters complete a purchase and their average basket is 20% higher, helping reduce emails and increase conversions.

House of Fraser

Scott Bain

Head of Contact Centre Operations