Chat Center for FMCG: Case Study of the Karusel Retail Chain

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Complaint and suggestion books have finally lost their popularity, so the largest players in the FMCG retail sector are looking for new ways to get customer feedback. The managers of the Karusel retail chain followed the path of messengers and increased the number of new customers by 5 times. We tell you how they did it and how the Chat2Desk service helped them .

About the company


Karusel is one of the leading hypermarket armenia mobile database in Russia. It is managed by X5 Retail Group, which also owns the Pyaterochka and Perekrestok chains. Since 2004, the retail chain has grown to 91 hypermarkets across the country, revenue has reached 87.4 billion rubles, and the number of visits has amounted to 120 million people per year.

Problem
The high flow of customers required the implementation of omnichannel customer support in messengers.

The company needed to complete the following tasks:

Increase customer loyalty.

Increase the speed of response to problems in the Carousel TS.

Improve the quality of communication with clients.

Increase the share of communication with customers.

How the problem was solved
To implement omnichannel support, Karusel management connected two messengers: WhatsApp and Viber.

What this gave to clients:

Convenient communication with the company

Shop visitors now have the opportunity to ask technical support any question. Messengers allow sending not only text messages, but also photos, screenshots or videos. Customers can leave a complaint or feedback about the cleanliness of the sales area or about the fact that the product is not on its shelf.

Solution of issues

Customers were able to ask questions about the loyalty program and bonus points on the card, promotions, the operation of the mobile application and personal offers. It became possible to file a claim regarding goods of inadequate quality and find out about the return. If there is a queue at the checkout, the customer reports this in the chat and the management orders to open another checkout.