CASE STUDY

April 25, 2024

Fuller Brush's Innovative Approach to Serving Elderly Customers with AI

Client:

Fuller Brush

Industry:

Homewares & Furniture

Platform:

Shopify + Klaviyo

96.24%

Customer queries resolved by AI

22%

AI-Generated Conversions

$10-15

Increase in AOV

Challenge: Efficiently handling customer inquiries and increasing online sales with an older demographic

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Solution: AI-driven customer support to handle inquiries, provide product recommendations, and improve the customer experience

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Results:

96.24% of customer interactions resolved by AI without human intervention
22% AI-assisted conversion rate in March 2024
$10-15 increase in average order value (AOV)

A Legacy of Innovation: Fuller Brush's History of Adaptation

Founded in 1906 by Alfred Fuller, Fuller Brush has a rich history spanning over a century. The company, which began as a door-to-door brush sales business, has consistently demonstrated its ability to adapt to changing market conditions and consumer preferences.

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Fuller Brush remains committed to serving its loyal customer base, many of whom have grown older with the company. As the demographic of their customers has shifted, Fuller Brush recognizes the need to innovate and evolve to better serve the unique needs of their elderly clientele.

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Challenge: Serving an Older Demographic Efficiently

Fuller Brush faced the challenge of efficiently handling a high volume of customer inquiries from their primary customer base, which consists mainly of individuals aged 65-85. This demographic prefers to interact with human customer support reps, making it crucial for Fuller Brush to provide a seamless and helpful customer experience.

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Additionally, Fuller wanted to increase sales and average order value (AOV) by recommending relevant products to customers during their interactions.

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Solution: AI-Powered Customer Support and Product Recommendations

Efficient Handling of Customer Inquiries

Fuller Brush implemented Rep AI to automate responses to customer inquiries, providing consistent and immediate answers while allowing human agents to focus on more complex issues. The AI continuously learned and improved its responses over time, becoming more effective at addressing customer needs.

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Easy Setup

The company chose Rep AI for its fair pricing, no long-term contract commitment, and the ability to quickly implement the solution. This allowed Fuller to start realizing the benefits of AI-powered customer support without a lengthy onboarding process.

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Boosting Average Order Value through Recommendations

Rep AI's ability to recommend relevant products during customer interactions helped Fuller Brush increase its average order value by $10-15. By providing personalized suggestions, the AI encouraged customers to explore additional products that complemented their initial interest.

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Results: Improved Efficiency, Increased Sales, and Enhanced Customer Experience

Quantifiable Impact

96.24% of customer interactions resolved by AI without human intervention
22% AI-assisted conversion rate for March 2024
$10-15 increase in average order value (AOV) for orders assisted by the AI

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AI Experience with an Older Demographic

A significant portion of Fuller Brush's customer base believed they were interacting with a human representative when engaging with the AI. This experience demonstrates the effectiveness of Rep AI in providing helpful and natural conversations, even for an older demographic more accustomed to human interaction.

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Bottom Line

Fuller Brush's innovative approach to serving elderly customers with AI is not only a success story for the company but also a reflection of its long-standing commitment to adaptability and customer service. With over a century of experience, Fuller Brush has demonstrated that by embracing change and prioritizing the needs of its customers, regardless of age, a company can thrive and remain relevant in an ever-evolving marketplace.

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As AI continues to shape the future of customer service, Fuller Brush's legacy of innovation and dedication to its customers positions the company as a leader in serving the growing elderly demographic. By blending cutting-edge technology with a human touch, Fuller Brush has set a powerful example for businesses looking to bridge the gap between AI and the elderly.

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Learn more at https://fuller.com/

Challenge: Efficiently handling customer inquiries and increasing online sales with an older demographic

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Solution: AI-driven customer support to handle inquiries, provide product recommendations, and improve the customer experience

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Results:

96.24% of customer interactions resolved by AI without human intervention
22% AI-assisted conversion rate in March 2024
$10-15 increase in average order value (AOV)

Challenge

Vush couldn’t keep up with the influx of pre-purchase questions from self-love newbies

While there’s no shame in the self-love game, Vush found that people had questions before dropping a hundred bucks on a sex toy. Nervous newcomers were keen to find out more about the brand’s products, like how they worked and what they were good for, which led to an influx of pre-purchase tickets that put a lot of pressure on the support team.

While the team was keen to help, it was impossible to answer every query in real-time. This killed the moment and shoppers lost their nerve, leading to a drop in conversions. What’s more, shoppers didn’t always feel comfortable reaching out to a live agent to discuss the intimate details of their bedroom antics, which left Vush looking for a delicate, on-demand solution.

The Solution

On-demand education and support for nervous, first-time buyers

Vush partnered with Rep AI to tackle both pre- and post-purchase questions with the goal of reducing the customer service team’s workload. Discrete education was top of the to-do list, and the brand used Rep to guide shoppers to relevant blog posts and research. With self-select options that include further reading on sexual wellness, customer care, reviews, and a product match quiz, shoppers are given the reassurance and confidence they need to make a purchase.

And, if the query requires a human touch, Rep’s integration with Gorgias seamlessly moves the conversation to a real agent for extra special care and attention. Vush has strategically customized its chatbot to deliver short answers and direct shoppers to relevant blog posts where they can explore more information about Vush’s mission and products. Perhaps the biggest draw is that Rep can identify shoppers who’ve shown an interest but are too shy to take the plunge.

“Implementing Rep has really helped us broach people when it looks like they’re exiting. We can put forward a couple of options and they have the choice to say hey, I’m a beginner, or I need some education, so we can help them embrace their journey and stay on site for longer until they feel comfortable enough to buy,”

says Fiona Scrymgeour, Marketing Director for Vush.