Han Style - How Luxury E-Commerce Use Channel.io - 200% More Sign Ups, 50% Less Inquiries
From Offline to Online - Han Style
Han Style started off as a typical luxury boutique in the heart of South Korea before launching an online platform for its luxury goods in 2016. At the beginning of their launch, most of their customers were in their 30s and 40s, consisting mainly of customers that were already regulars of their offline store. In 2020, with a sudden boom in the online luxury goods industry, Han Style made the decision to shift their focus on to brands more heavily favored by the younger generation such as Golden Goose, Army, Off-white and others. The decision ended up paying off as they received an explosive response from their younger customers. The secret to their success however, was not solely based on good timing or luck. There were several luxury e-commerce brands during this time period, that also shifted their attention towards the younger demographic and still failed to gain traction. Han Style explained that the secret to their success, was their ability to faithfully maintain a high level of product quality and customer experience.
Han Style’s team culture encourages constant interaction with customers, and from the feedback that they gain through these interactions, they make changes to address their shortcomings as quickly as possible. Through this customer feedback loop, the company has continuously improved their services, eventually increasing their transaction volume to 4 times larger than when they first started back in 2020.
The Growing Pains
When the company first started their online store, they started by using independent communication channels such as phone lines and direct messengers. At first, this proved to be enough for them when the traffic was manageable, but after the shift in strategy, the number of incoming inquiries began to grow exponentially. This made it increasingly difficult for them to respond to customers in real-time. Phone lines were backed up, and the number of different messengers they were using made it nearly impossible to keep track of all of the inquiries with their manpower.
The company wanted to provide their online customers with the same VIP experience that made Han Style’s offline store popular. And in their search for the right tools to make this happen, they discovered Channel.io. For Han Style, Channel.io was the ideal solution to their problem as its features were focused on providing real-time customer engagement. The all-in-one communication tool eliminated wait times for customers. Operators could respond to customers immediately through live chat, while the unique, multiple-choice chat bot system, allowed customers to find the answers to their questions on their own. This reduced the number of inquiries that needed to be handled by Han Style’s customer service team, while also allowing them to analyze customer behavior at-a-glance. This helped the company make the best marketing and operational decisions quickly based on the data provided by the tool.
Eliminating Phone Lines, Simplifying Service
The customer service team handled about 500 customer chats and 200 phone calls per day. After introducing Channel.io as their go-to customer experience platform, the team was able to eliminate phone inquiries altogether. They also managed to reduce customer chats by 50%, averaging about 250 inquiries per day, thanks to the chat bot taking on a bulk of the simple inquiries by customers. But above all, the response time greatly improved, helping Han Style stay competitive in the online luxury goods market, and well-liked by its customers for its reliability and service.
Cast, Hook & Reel.
Han Style also made a conscious decision to become familiar with the marketing feature available on Channel.io. New e-commerce companies end up investing a lot of money into their outbound marketing, in order to increase traffic to their online sites. However, many of these visitors tend to leave after only a moment of browsing, essentially trading in precious marketing dollars for brief, uninterested glances. In order to prevent many of them from dropping out, companies need something that’ll grab a hold of these visitors, incite them to sign up, and stay interested in their business. Channel.io was able to provide this for Han Style using their retention focused marketing tools. The tools allowed them to retain as much of their incoming traffic as possible, while also creating new opportunities to convert them into paying customers.
As a result of implementing the marketing campaigns provided Channel.io, Han Style saw a significant increase in membership sign ups. The feature enabled them to use images, videos and pop-up messages to enhance their brand personality, and even allowed customized marketing to be targeted at specific groups of customers. Two weeks after launching their membership sign up campaigns, the company saw a 200% increase in the number of new subscriptions as a direct result of Channel.io's marketing feature. The company has since launched several different marketing campaigns that have helped them convert new visitors into loyal fans of the platform, with many of them returning to make further purchases.