Case Study: How Marshalls Increase their Cross-selling and Upselling by 34% Using Chatbots.

Established by visionary Baldevkrishan Sharma, Marshalls has been a Mumbai-based No.1 wallcoverings brand since 1975. Marshalls has an extensive range of products that includes 10,000+ European designs, the fastest installation, and after-sale service commitment is a favorite brand amongst the architects and designers in the country.

Their main product being wallcovering, Marshalls also offers innovation through Backlit Wall Art and Customized Digital Murals. In addition to that, Customised Sofas & Chairs, Blinds, Curtains, Mattresses, and Vinyl & Wooden Floorings make them a one-stop-shop for the interior decoration needs of their customers from residential as well as commercial segments.

Problem Statement: Resolving Cross-Selling & Upselling obstacles for Business Growth

Architects, Interior designers, and customers are the key stakeholders for Marshalls. Handling their queries and resolving issues on emails and phone calls were not helping Marshalls in the best manner, considering their top priorities towards improved customer service and customer satisfaction. Wall makeover being a long-term affair from a customer’s standpoint, they wanted all their queries and doubts resolved before investing. Marshalls also wanted their customers to know about their other products than the wallcoverings.

After an analysis, a few opportunities were found which could resolve multiple issues using one optimal solution, which was WhatsApp Chatbot. The below are the list of opportunities, which  a chatbot can address to resolve using AI.

• Have the product range visible to the customers
• Handle huge call volumes while solving customer queries and
• Help the customers to locate their nearest showrooms

Strategy

After discussing with the Chat360 team, Marshalls decided to have a WhatsApp bot as a solution. The Chat360 team helped Marshalls to navigate the customers from the web to WhatsApp through the chatbot.

• Solve queries
• Display Product Range
• Locate Showrooms
• Opt for consultation from a home decor stylish and
• Book site visits
• Shop online

Results

1. Number of times the product range explored increased at an average rate of 30% over 4 months

2. Number of customers locating showrooms increased at an average rate of 55%, resulting in a 30% increase in site visit booking for home decor consultants

3. The Chat360 WhatsApp bot enabled Marshalls to increase cross-selling and upselling, which resulted in a 34% average increase in the number of online transactions.

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Way Forward

Chatbots are coming alive as the solution that identifies consumers’ changing demands and quickly adapt to the same in the highly competitive retail space. Product recommendations based on customer behavior have been possible through AI-based conversational commerce. Going ahead further, companies from the fashion and home decor space are using virtual objects and visual effects for customer engagement and unforgettable customer experience.

Companies are even deciding their pricing strategies by deploying AI capabilities for price optimization. So there is really so much an eCommerce company can explore and achieve through AI. It has proved time and again that retail companies adapt to the situation as rapidly as possible to be relevant in the days and years to come. Chat360 has been constantly absorbing these changing vibes with a Research approach and this is the reason why more and more eCommerce customers are tuning in. Finally, all the fun lies in passing on the delightful experience to your customer’s customers.

Next, read: Chat360 enabled Vectus to generate 18% more leads while handling 90% chat queries via WhatsApp Bot