When upscale apparel retailer Lord & Taylor began offering live chat customer service for all of its online products, it was surprised at the response from a broad range of shoppers, reports its live chat vendor Global Response.
Lord & Taylor, which operates on the web at LordandTaylor.com, recently tagged all of its online items with a “Need Help?” link to enable live chat, a spokesman for Global Response says.
Not only was the demand for the service strong, but it also attracted an unexpectedly high number of older consumers. “The biggest surprise was the number of older customers who enjoyed the chat feature, proving the Internet service is not just a kid’s game,” says Sonya Warner, Global Response project manager for Lord & Taylor.
Lord & Taylor is a unit of Toronto-based Hudson’s Bay Trading Co.