LivePerson > Case Studies > The Rubber Meets the Road with Live Engagement and Predictive Intelligent Targeting

The Rubber Meets the Road with Live Engagement and Predictive Intelligent Targeting

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Customer Company Size
Large Corporate
Region
  • America
Country
  • United States
Product
  • LiveEngage
Tech Stack
  • Predictive Intelligent Targeting
  • Enrichment Analytics
Implementation Scale
  • Enterprise-wide Deployment
Impact Metrics
  • Customer Satisfaction
  • Revenue Growth
Technology Category
  • Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
  • Automotive
  • Retail
Applicable Functions
  • Sales & Marketing
Services
  • System Integration
  • Training
About The Customer
Discount Tire Direct is a subsidiary of Discount Tire Company, founded in 1960 and headquartered in Phoenix, Arizona. The company has over 875 stores in 29 states. Initially, the primary revenue channel for Discount Tire Direct was print ads in Car and Driver, Road and Track, and other magazines. However, with the advent of the internet, the company recognized that its customers wanted not only information but also the ability to conduct transactions from the website. Consequently, they launched an e-commerce element in late 2002. The company is very much focused on customers and employees, maintaining a customer satisfaction rate in excess of 98 percent.
The Challenge
Discount Tire Direct, a subsidiary of Discount Tire Company, was facing challenges in delivering an outstanding digital customer experience and increasing e-commerce conversion rates. The company wanted to maintain high in-store customer satisfaction rates via digital channels. They had experimented with an on-premise live chat solution when they initially added e-commerce to their website in 2003, but it was simply a passive button called Click to Talk and was soon removed. In late 2011, they decided to revisit the use of live chat deployment on their website to rethink how they engaged customers on their website, seeking to make it the best buying experience possible for their customers.
The Solution
Discount Tire Direct implemented LiveEngage, a platform that includes proactive live chat based on rules and enrichment analytics. The initial deployment of LiveEngage proved highly successful, with average order value jumping 25 percent and conversion rates increasing more than 18 percent with live chat. Later, the company added Predictive Intelligent Targeting to their solution, which is an algorithm technology that examines visitor behavior patterns, interaction records, and other historical data. This led to another four to six percent increase in conversion rates and a higher chat acceptance rate. The company also created a process for analysis of live chat conversations, often called enrichment analytics, to improve customer service.
Operational Impact
  • The implementation of LiveEngage led to a 25% increase in average order value—an increase of $100 to $120 per order.
  • Conversion rates increased more than 18% with live chat.
  • With the addition of Predictive Intelligent Targeting, Discount Tire Direct witnessed another four to six percent increase in conversion rates and a higher chat acceptance rate.
  • The company was able to recover a substantial amount of sales that was lost but then recovered through post-chat surveys.
Quantitative Benefit
  • 18%+ conversion rates via chat engagement
  • 25% higher Average Order Value (AOV)
  • 4% to 6% increase in conversion rates with Predictive Intelligent Targeting
  • 1% improvement in chat acceptance with Predictive Intelligent Targeting

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