Case study: BUT enriches the online customer experience with the voice of its experts

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BUT enriches the online customer experience with the voice of its experts

Background

BUT, France’s leading home furnishings retailer, helps millions of households each year choose furniture, appliances, and high-tech products. On its e-commerce site, the breadth of its catalog is an asset, but it can also make certain choices complex when it comes to technical or modular products. The challenge: to provide clarity, simplify technical details, and bring the human expertise found in physical stores directly into the online shopping experience to boost conversion rates.

The project

BUT has chosen EKOO to give a voice to its buyers and product managers, who are true experts in their respective fields. Each audio clip becomes a personalized recommendation lasting about 30 seconds, highlighting a product’s style, use, or practicality.

The program is structured around several key components:

Comprehensive coverage of furniture and home appliances: The content ranges from appliances (ovens, refrigerators, televisions, food processors) to the entire world of furniture (beds, desks, tables, storage solutions).
Educational Content on New Services: Audio is also used to explain specific offerings, particularly the long-term rental (LTR) option, to make them easier for website visitors to understand.
Workshops followed by independent recording: After an initial introduction during introductory workshops at headquarters, team members who have already been trained now record their new audio clips entirely on their own using the EKOO platform.

The results

- More than 300 product sheets covered and more than 200 audio clips created across all furniture and appliance lines.
- About 20 product managers and buyers share their insights to showcase the brand’s expertise.
- A 20% increase in the add-to-cart rate for items featuring an audio clip.
- A 5–10% click-through rate for audio clips on product pages, with engagement rates higher than the market average.
- Sustainability of the initiative through employees' independent efforts, which were introduced during the workshops.