Hayes Garden World | Klick2Contact

Hayes Garden World

Garden Centre Increases Online Sales by 13% with Instant Call-back

Hayes Garden World is a top ten turnover garden centre in the UK, that has been in existence in one form or another, since the early 19th century. Klick-2-Contact, an Eckoh company, implemented a web call-back service on their website to help potential buyers reach a decision to purchase.

Based in Ambleside in the Lake District, Hayes Garden World is a family owned business that has been in existence, in one form or another, since the early 19th century.

Over the years they have been involved in the design and construction of gardens at Lowther Castle, Sizergh Castle and the Chelsea Flower Show, where TR Hayes received royal recognition for his design in 1924. Five generations, of the Hayes family, have been involved in the gardening trade and the present site was opened in 1921. Hayes Garden World is now not only a top 10 turnover garden centre, but has a unique position as a tourist attraction.

Attracting more families and increasing its online sales are now key objectives for the business. Hayes had noticed that a lot of website visitors had spent time browsing, but had not made a purchase. They wanted a way to encourage customers to discuss any questions they had about plants, and leisure goods with a Hayes representative.

Hayes contacted Klick2Contact (K2C) to see if there were any changes they could make to their website that might help the customers with their purchases.

Challenge

In today’s marketplace where customers are turning to purchasing online, it was important that Hayes Garden World look at ways to ensure their website offered customer the same level of service they receive when they visit their centre in Ambleside.

Their main challenge was converting the many people browsing their website into customers, and needed a simple way to encourage customers to ask questions if they were unsure about making a purchase.

Solution

To meet the above challenges, K2C deployed two aspects of functionality to their online customer services process.

Instant Call-back

K2C’s Call-back service is present at the top of every Hayes Garden World website page. Call-back analyses mouse movement, pages looked through, time spent on pages and scrolling. When a customer is browsing the site, at certain key points, a pop-up window invites them to request a call back from a customer services adviser.

The customer fills in their name, phone number and nature of enquiry, and a call is sent to the contact centre where it is automatically allocated to an agent. The agent accepts the call through their console and connected to the customer. The agent can see the customers browsing history, the web page they are looking at, along with their name and email address.

Co-Browsing

Once the agent connects with the customer, they can show them around the website using K2C’s Co-Browsing product. This allows the agent to share their screen with the customer throughout the duration of the call. They can help them navigate around the website and answer any questions about the product or website ordering process. They can also show them any special offers or specific items that may interest them, or fill out an order form with them.

Value

K2C’s Instant Call-back provides an effortless experience for Hayes Garden World customers. The service enables Hayes to engage with their online customer instantly and in realtime, often connecting with customers that would have otherwise navigated away from the website.

Call-back was easy to install and is delivering maximum benefit, driving sales traffic from website to phone for that extra bit of pre-purchase assistance and reassurance. Call-back has made significant savings for Hayes Garden World by maximising agent efficiency and eliminating the costs associated with putting their customers on hold. It also reduced the amount of abandoned website visits and increased the number of website orders and sales.

Hayes have also incorporated the Instant Call-back function within their customer emails. This means customers can request a callback direct from a mail with one click if they have any queries relating to an order or enquiry.

Together with the Co-Browsing option, feedback about the service has been extremely positive and customers have appreciated the care and extra effort that Hayes Garden World has taken to help customers make their choice.

This new K2C Customer Engagement system has really helped us increase our conversion rates. When a customer receives an instant call-back and speaks to a person who can deal effectively with their enquiry, it is much easier to convert it into a sale. The Co-Browsing as a feature is a pleasure to use and customers are astounded by the level of information we can give them with minimal effort - a great feature.
Lyndan Orvis, Managing Director, Hayes