A leading denim brand is integrating Google Business Messages into its customer experience strategy.
During the COVID-19 pandemic, Levi Strauss & Co. found that customers were spending more time conducting pre-purchase research. With store hours often impacted by the pandemic, the company needed 24/7 service to answer a 30% increase in off-hours shoppers. The company determined that being able to provide customers with information around the clock in an easily accessible way could greatly improve interest and engagement, and eventually purchase behavior.
In June 2020, Levi’s partnered with customer experience automation provider Linc Global to integrate the Google Business Messages solution into its cross-channel chat experiences. Google Business Messages is a mobile conversational channel that combines app- and call-based entry points on Google Maps, Search, and brand websites. Leveraging Google Business Messages, Levi’s allowed customers to connect without visiting its website, going to a store or making a phone call.
Levi’s worked with Linc Global to set up Google Business Messages on Google Maps for five and then 50, stores, before expanding to more than 200 stores. The company discovered that Google Business Messages brought in customer satisfaction (CSAT) scores of over 85%, and drove 30 times more store-related questions than its proprietary onsite web chat.
In addition, most Business Messages conversations occurred outside store hours, allowing Levi’s to respond to inquiries more quickly. Levi’s also noted that 31% of Business Messages conversations were product-related, indicating that shoppers preferred targeted engagement to unstructured browsing.
The company then added Business Messages on Google Search for a rich messaging experience that synchronized with its regular web chat channel. Customers can conduct an entire messaging experience on Google, and then visit the Levi’s website or a physical store to complete a purchase recommended to them in Business Messages.
Customers can message Levi’s through Google Maps even after stores are closed. They can search for products and see product information and availability at their local store, as well as get details about hours and COVID-19 related updates to make shopping easier.
The company also utilizes Business Messages to aid in cross-selling or suggesting products to customers based on their past purchases, personal information, and behaviors. Other retailers including H&M and David’s Bridal are also enhancing their omnichannel customer service capabilities with Google Business Messages integrations.
“Rolling out customer experience automation on web chat provided a new way for customers to find answers to their pre-purchase and other questions that regularly resulted in a call to customer service,” said Anisa Kumar, VP global DTC, Levi Strauss & Co. “Launching with Google’s Business Messages was the logical next step in providing our customers with a best-in-class customer experience.”
Levi Strauss & Co. sells jeans and other apparel in more than 3,100 retail stores across 110 countries, as well as via its e-commerce site.