Argos uses predictive analytics to offer online chat assistance at the right time

Argos says it is helping online customers make choices about what products are best for them by offering live chat assistance powered by predictive analytics as they shop online.

Working with intuitive customer experience firm [24]7, the retailer is using [24]7's Predictive Sales solution which uses predictive technology to identify only those customers who could benefit from additional help to make a buying decision.

The system is used on selected product lines. It is said to understand consumers' online behaviour and uses data-driven insights to predict which customers require help, when to engage and what to offer them.

The approach has been welcomed by customers, says Argos, who are "more satisfied with their eventual purchase", it says. Argos said the system has also improved online transaction conversion rates for the company.

Neil Tinegate, head of digital innovation at Argos, said: "Our primary concern here is to offer human assistance to customers who need it, at the right time in the shopping cycle for them.

"We have seen this work in digital stores where colleagues are on hand to help customers get what they want, and this is a natural extension of that. Customers tell us they appreciate the help, so we plan to continue to offer the experience."

The system is used on selected product lines. It is said to understand consumers' online behaviour and uses data-driven insights to predict which customers require help, when to engage and what to offer them.