November 27, 2012, 10:44 AM Making a connection

A online tool enables advisors to send pages to a customer's screen.

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It’s not as easy for an online retailer to establish a personal connection with a shopper as it is for a salesperson in a store who can see and talk to the consumer. Crutchfield has found a way to get a little closer to that type of relationship with its Connect ID utility. When a web visitor calls or chats, a Crutchfield advisor asks him to provide the unique Connect ID number shown on the web site. “Using an In-house-developed tool, the advisor can then send pages to that specific customer’s screen and even add items to the customer’s shopping cart,” says Todd Cabell, senior manager of e-commerce. Though he would not disclose Connect ID’s impact on sales, Cabell says it provides the convenience of online shopping with the benefit of live, expert guidance.

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