Lewkin - Building a Business with Live Chat
The following blog includes:
- An introduction to Lewkin’s business
- How Lewkin is utilizing live chat to drive sales
- The effects of personalizing customer experience and receiving feedback
- How Channel.io’s all-in-one features work to improve Lewkin’s conversational commerce
When running an ecommerce business, it’s usually common practice for business owners to test out the waters with local customers, before even thinking about expansion. But we sometimes find the rare occasion where a company finds more success overseas. In the following article, we look at Lewkin, a global k-pop and k-fashion ecommerce brand, that made the decision to start their expansion early, due to the high demand from overseas customers. We interviewed Lewkin’s Marketing Specialist, Bo-Min Moon, who provided her insights on Lewkin’s success and how they sky rocketed their business into a full-fledged global ecommerce venture. Using Channel.io’s all-in-one business OS, Lewkin was able to connect more intimately with their customers through live chat. By personalizing the online shopping experience through Channel.io’s ‘customer driven’ features, the brand was able to establish itself as a fierce k-fashion competitor.
Lewkin’s Product Market Fit
When Lewkin first opened its doors, their customer were mainly from Asia. However, through their vigorous A/B testing and other marketing efforts, they began to see an uptick in the number of non-Asian, western customers, and their popularity on the global stage started growing at an alarming rate.
“We realized that our clothes were growing popular among university students, as the shipping addresses were to schools. The insight we got helped us focus our marketing efforts towards this demographic, and it definitely paid off. We launched a student discount promotion that helped us boost sales. We eventually started seeing customers come in from the US, Hong Kong, Australia, Japan, Korea and the UK.”
Impressive considering the team only consists of 4 members.
“The insight helped us focus our marketing efforts. It definitely paid off”
Having The Important Conversations With Customers
Many businesses tend to shy away from using a live chat on their sites, due to fears of being overwhelmed with inquiries, or getting burnt from criticism and difficult customers. But for Lewkin, the Channel.io’s live chat feature proved to be an unlikely hero.
“Before we got Channel.io, we got almost zero feedback or inquiries. We got the occasional emails, but most of them felt discouraged from reaching out, as it required extra work just to ask a simple question. But now thanks to Channel.io’s live chat feature, we’re able to talk casually with our customers and build real relationships with them.”
“We're able to talk with our customers and build real relationships.”
For simple inquiries, Lewkin is utilizing chat automations and support bots to manage the number of incoming inquiries, and they even started using the newly released support bot form that allows businesses to create interactive surveys to keep customers engaged, while gathering important information from them.
“I think it’s great that we can get feedback from customers. We don’t have all of the answers on our own. We can sit at a desk all day and discuss what we think is the right way to go with our business, but without the customer’s voice involved, it’s impossible for us to even know what the problems are in the first place. Of course, we don’t just continue to make changes every time a customer brings up a problem, but when we receive the same feedback over and over, this comes to us as something that needs immediate attention, so it helps us allocate our resources accordingly to solve these types of issues.
“Without the customer's voice, it's impossible to know what the problems are.”
How Lewkin Solves Problems With Channel.io’s Live Chat
As Lewkin’s clothes were made with local buyers in mind, many of them were designed to fit Asian customers that typically have smaller and shorter frames than their western counterparts. They began to notice customers shy away from their clothes with concerns of how they would fit. But because of Lewkin’s openness to feedback, and determination to accommodate all of their customers, they were able to overcome some of these challenges, (plus a number of others,) through simple conversation.
“Most of our models are quite small in frame, so we’ve had customers that felt that they couldn’t shop with us. So we collected feedback from our customers and when we realized there was a real demand for larger or longer fitting clothes, we added a new line to our catalogue to accommodate them. The selection is still small, as we just launched this line, but our customers are loving it. We were even able to discover other issues with foreign exchange and the need for a mobile app. These simple conversations helped us focus on what was important for customers, without wasting time or resources on things that weren’t. I’m pretty certain that Channel.io’s personal and friendly interface allowed customers to approach easily and leave us their valuable feedback.”
“Our customers are loving it.”
This attention to their customers ended up boosting their conversion rate to 30%.
Lewkin’s Favorite Features on Channel.io
When asked about Lewkin’s favorite features, Moon answered that there were 3 features that really stood out for them.
“Before Channel.io, we had to design and manually post our banners on the site to notify customers of promotions, but with Channel.io’s marketing feature, we were able to do this automatically and in a less invasive way. We could also manage all of our campaigns on the platform itself. The support bot form was fantastic as well. We tried using surveying tools on Shopify originally, but realized a lot of them were quite limited in the way we could ask questions. Channel.io’s support bot form was highly customizable and really helped us gather the right insight without the hassle. Lastly, the CRM feature allowed us to keep track of who is who on our site, and approach them in a very personal way as it provided us with information specific to each customer. I like this feature because it’s very much in line with how we want approach customer service.“
Moon stated that they wanted to further utilize the CRM feature to help them grab customers that leave their site and have them come back as returning ones.
“We haven’t tried this yet, but we want to segment different groups of our customers and aim promotions that would be more relevant to them. Now that we have some customers, we want to focus on increasing retention by getting customers to come back to our site. Shopify offers insight on who’s who and which customers are likely to become VIPs of our page, but no features that allow us to follow up on the insights that they provide.”
What to Expect from Lewkin
Lewkin stated that they’ve got a number of different ideas in mind for the future that customers should look forward to. Many of the ideas came from the feedback that they’ve collected from their customers.
”We’re thinking of a few possibilities. Maybe because k-pop is popular among the younger demographics these days, we had a number of 12-14 year old children contact us about our clothes. So our team is currently discussing the possibility of a teen clothing line. We’re also thinking of creating a ‘premium’ or ‘black label’ line that might be a bit higher in price, but guarantees a higher level of quality.”
With so many great ideas in the works and Lewkin’s willingness to really listen to their customers, it’s impossible to tell how big this company will grow later down the road. But one thing we can be sure about, is that they’ll always be striving to make their business better, and willing to make changes to address their customers needs.
Check out Lewkin's collection.