Defender Boosts Add-to-Cart Rates With Conversational Shopping

To bring its in-store engagement online, Defender turned to Bloomreach Clarity, a conversational shopping agent capable of engaging customers throughout the entire on-site experience. Clarity opened up new opportunities for Defender: 

• Easy implementation = greater experimentation. Defender found Clarity to be a low lift to get started, which meant the brand could focus on experimenting and figuring out what worked best for its products. 
• Conversations across the entire journey. Defender started by adding Clarity to product detail pages (PDPs) on its site, where shoppers could either type a question or click a question prompt to start a conversation. Defender is also implementing Clarity through quizzes on category pages, focusing on high-complexity products first. 
• Insights into more effective site structure. Through its work with Clarity, Defender now has a better understanding of how to realign its catalog to match how customers search and what they’re looking for. 
• Expansion into more guided assistance. Not only has Clarity been helpful in giving customers the nudge they need to convert on PDPs, but it’s also proving to be useful for guiding customers on high-complexity products like multifunction displays. 

Here’s How It Worked

1. Defender synced its product catalog with Clarity and provided additional context to start. 
2. Clarity was then implemented on PDPs on Defender’s site as part of an A/B test. 
3. Once customers reached the PDP, they could either select conversation-starter questions or type into a chatbox to engage Clarity and get their questions answered. 
4. Clarity uses this real-time and in-session behavior to further tailor the experience. 

“I was impressed to see how non-intrusive Clarity was, and we’re excited to increase our level of integration,” said Ramzi Rahbani, the Chief Product Officer at FortNine Group (the owner of Defender).