TECHNOLOGY

Online health retailer gets real smart with AI-based customer interactions

BY Dan Berthiaume

PureFormulas is automating conversations with customers using artificial intelligence (AI) technology.

The pure-play online health supplement retailer is leveraging the AI-based customer care platform from Linc to offer shoppers automated assistance via digital conversation channels. PureFormulas can now automatically provide customers with personalized updates and answers about orders, products and services via digital conversational channels including live-updating emails, two-way SMS text, and Facebook Messenger chatbots.

In addition, PureFormulas selected the Linc platform for its commerce-specialized natural language understanding, allowing the e-tailer to avoid the expense of developing a custom-built AI solution. Since launching AI-based, automated customer service, PureFormulas has seen increased customer engagement and conversions across more channels, improved customer experience as a result of instant order information and quicker resolution of questions, and heightened engagement from personalized recommendations and better access to customer data.

“Customers today spend more time on social and chat channels, and expect immediacy and responsiveness, with a higher standard of experience expected,” said Daniel Moure, chief marketing officer, PureFormulas. “Linc’s AI platform enables us to create a superior customer-centric experience, evolve with customer behavior, and build loyalty with more personalized and engaging communications. We’re working closely with Linc to learn about customer behavior, and launch new capabilities with our automated assistant.”

PureFormulas is one of a growing number of retailers who recognize the value of AI to customer service efforts, according to a recent study of retail executives from Synchrony. Results indicate 80% of respondents believe that AI will change the online customer experience, and 72% believe AI will be a competitive necessity for business in the next five years. In addition, 64% are using AI to capture data and learn more from customers, and 40% say they are currently using this data to predict customer behavior.

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