The Limited is participating in 7,840 chats per month via the live chat feature on its Web site, of which 19.2 percent are on mobile, providing a more streamlined customer service experience.

As mobile messaging has made a significant impact on the way consumers interact with each other and how they want to interact with brands, The Limited launched a chat initiated on its site to provide a more effective method of customer service and saw positive results. The retailer saw an average order value with a customer interacting through its chat of $133, compared to an average of $106 for those who did not.

“We implemented LivePerson messaging solutions so that our customers could shop and engage with us in a way that really aligns to their lifestyle,” said Dawne Brooks, manager of e-commerce and client relations operations at The Limited. “Our demographic includes everyone from college students, to those starting their first jobs, to the CEO of a company.

“They are on-the-go and tech savvy, so they want to connect with us instantly, in the channel they prefer,” she said

New customer service
While positive customer service is vital in any age for retail, the methods of how retailers interact with customers have drastically changed. The Limited has been driving positive interactions and high sales through a much more personal customer service method, in which customers do not have to stop what they are doing to message with a representative.

Users interacting with The Limited through chat are showing conversation rates of 19 percentage points higher than those who are browsing and shopping themselves. Shoppers on mobile and desktop are messaging with the retailer’s representatives and getting inquiries answered, as well as receiving product recommendations.

The retailer tapped LivePerson’s chat solution LiveEngage to streamline the conversations and better manage the incoming inquiries. This form of interactive customer service is indicative of the impact social media and mobile messaging applications have had on consumer behavior, forcing retailers to change their strategies.

Not limited on mobile
An executive from The Limited at eTail East 2015 explained that the retailer is focused on mobile growth for the future, as the technology is in constant upheaval and requires significant effort to stay on top of the latest developments (see more).

The Limited also got behind online ordering and pick-up services that served up immediate gratification for consumers who are unwilling to wait for delivery while opening opportunities for retailers to serve up mobile-specific offering (see more).

“Customers that connect with us via online or mobile chat will convert at 25 percent as compared to self-service conversion rates which are at 5.6 percent, which really demonstrates the value of adding a human touch to a digital shopping experience,” Ms. Brooks said. “It was absolutely necessary to add chat, and we’re excited to keep expanding the program.”