Newegg, one of the top tech-focused e-retailers in North America, lives on the edge of technological innovation to better serve its customers. Providing a unique customer experience through heightened customer engagement methods is a priority for Newegg.
During the current holiday season, Newegg decided to greet customers with something unexpected: Personal shopping assistants.
Newegg Advocates provide chat-based 1-to-1 interaction with people shopping Newegg.com. Behind each chat interaction is a technology enthusiast with deep knowledge of the specific products considered by that particular customer. The ability to match customers with chat representatives in real-time based on product interest and expertise makes it easier than ever for customers to find the perfect gift this holiday season.
In late October, Newegg began piloting the program in its PC gaming category in preparation for the busiest shopping months of the year. Based on a very positive customer response to Newegg’s Advocates, the company expanded the program to two additional core product categories –desktop PCs and computers.
James Wu, COO of Newegg, talked to Loyalty360 about this unique holiday program.
“We’re always looking for innovations that improve our customers’ shopping experience,” Wu explained. “The holiday shopping season is our busiest time of the year and the perfect time to offer customers a better way to find the perfect gift for their tech-savvy friends and family.”
Newegg’s Advocates are, first and foremost, experts who love to help others, Wu said.
“Advocates must pass a rigorous test to prove their knowledge and their ability to explain technology to others,” Wu explained. “Chatting with an Advocate is like talking to a trusted friend. They will take into consideration your
budget and your needs as they help you pick products. The customer experience has broadened dramatically in recent years. What used to be interaction confined to web, phone, and email communication has expanded to include social and other 1:1 messaging platforms. We want to be where our customers are and make things as convenient as possible.”
Needle, an advocate-powered marketing platform, taps into Newegg’s natural community of external advocates to identify the most passionate, loyal consumers and matches them in real-time with shoppers who need help. This functionality is especially helpful during the holidays when many customers come to Newegg not shopping for themselves, but to find gifts for their friends and family. Finding the right gift for a technology enthusiast can be a daunting task. This is where Newegg’s Advocates come into play.
Shopping with Newegg Advocates is an effortless process. When customers are shopping for PC gaming gear, desktop PCs or laptop computers, if an advocate is available, a pop-up chat window will appear. Then customers can chat with the Newegg Advocate who will help them find the perfect product to suit their needs. The Advocates not only consider the customer’s budget, but also make sure items are compatible with their existing computer system. If a chat window doesn’t appear, it means all the Advocates are busy helping others. Customers can then try back later and make sure they are getting the perfect gift for the technology enthusiast in their lives.
“It helps that we are immersed in technology ourselves,” Wu added. “We evaluate many programs and implement those that can make a quick impact and scale when they prove successful. We’re always looking for ways to better connect with our customers.”