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

Every year, BUT, France's leading home furnishings retailer, helps millions of households choose the right furniture, appliances and high-tech products.

On the e-commerce site, the richness of the offer is an asset... but can also make certain choices complex, particularly for technical products such as an oven, a food processor or a television.

The challenge was clear: provide clear, accessible information, simplify the technical aspects and enrich the online customer experience, while promoting conversion.

The project

BUT chose EKOO to give a voice to its buyers and product managers, true specialists in each product family.

Thanks to their voices, each audio becomes a personalized piece of advice, highlighting the style, use or practicality of a product so that visitors can project themselves and check whether it matches their needs.

These capsules take the place of the in-store advisor, available 24 hours a day on the site. They are not limited to products: BUT has also chosen to enrich services, such as long-term rental, to make them easier to understand for all customers.

Each capsule lasts between 30 and 45 seconds, for clear, fast, engaging listening.

The system was deployed in just a few months, thanks to the flexibility and commitment of BUT's teams:

workshops at head office to train employees, record the first audios and give them autonomy on the EKOO platform,
seamless integration of the widget on the site, directly on the relevant product sheets.

The results

Over 50 online capsules, covering household appliances (ovens, fridges, televisions, vacuum cleaners, food processors, etc.) and furniture (beds, desks, tables, storage units, etc.).
5-10% of Internet users click to listen to audios
Higher-than-average engagement rates
A +20% increase in the shopping cart rate for products equipped with audios

Buoyed by this success, BUT is now planning to train all its buyers and product managers to create and publish their own audio capsules, continuously, across all ranges.

Listen to the audio features set up with BUT :

Electro
Furniture

EKOO at our customer's

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