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Study Looks at Click to Call Benefits for Retailers

November 15, 2007

 

By Stefania Viscusi, TMCnet Assistant Editor

Today, the retail environment includes more than just consumers browsing physical store locations for products and services. As consumers increasingly spend time online and visiting retail Websites, retailers are especially in need of new ways to capture sales.
 
For this, Click to Call technology offers business Websites a way to strategically draw in consumers and connect them with their business.
 
Click to Call not only helps retailers to connect customers with their call center, but also, advanced solutions make use of real time analytics, offer personalized services and provide retailers with other key information.
 
To determine the cost, benefit, risks and ROI of implementing their Click to Call technology in a retail environment, eStara (News - Alert), a provider of proactive conversion solutions for enhancing online sales and support initiatives, commissioned an industry first study by Forrester Consulting to help marketers in the retail industry evaluate Click to Call’s full impact on sales and internal resources for their organizations.
 
For the study, Forrester interviewed multiple organizations using eStara's Click to Call technology in a bid to uncover the financial impact of implementing Click to Call.
 
For retailers, the study's impressive results show a 143 percent average ROI using Click to Call, among a number of other benefits.
 
From the "Total Economic Impact" study, Forrester also found Click to Call increased online revenues by more then 2.5 million over a three year period and that retailers experienced payback in a period of between seven and 14 months.
 
The study's findings also uncovered the average conversion rate of Click to Call users was significantly higher than non users, and that prospects who used Click to Call as the primary means of communication were better informed and asked more detailed questions in comparison to toll-free callers.
 
Also, companies who deployed Click to Call reduced their operational costs significantly thanks to reduced average volume of non-transactional calls and the improved duration of customer calls.
 
eStara CEO John Federman (News - Alert) commented, “With many retailers seeking new ways to balance technology costs with results, this study not only shows the measurable returns witnessed by the companies profiled, but also offers a guideline for companies to calculate their own ROI estimates for implementing Click to Call.”
 
Results of the financial services portion of the study will be announced next month during a Webinar hosted by eStara.
 
Related Articles:
Click to Call Technology Turns Clickers Into Callers

Stefania Viscusi is an established writer and avid reader. To see more of her articles, please visit Stefania Viscusi’s columnist page.

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