September 7, 2001, 12:00 AM

Instant messaging feature increasing online conversions for Lands’ End

LandsEnd.com shoppers are 67% more likely to buy and average order size rises 8% when shoppers use Lands’ End Live text or phone chat, the retailer finds.

Lands’ End Live, the instant messaging feature that lets online shoppers connect with Lands’ End customer service agents via phone or text chat in real time, is producing measurable results for the Dodgeville, WI-based retailer, the company tells Internet Retailer. Shoppers who use the feature are 67% more likely to make a purchase than those who don’t, and the average size of their order is 8% higher.

Though the feature has been available on the Lands’ End site since 1999, it’s been a gradual build to the current level of use, which now represents several hundred instant messages per day. “More people are using it as more people have become web-savvy,” says a company spokeswoman.

But shoppers’ increasing use of instant messaging on the site hasn’t diminished the number of customer e-mails received by the company, now about 231,000 per year. Responses to each live text and e-mail inquiry are written individually by agents who also handle phone communication, as Lands’ End uses no automation in its customer service center, the spokeswoman adds.

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