One branch closed. Otis kept selling.
A live builders merchant ran Otis across its website and trade counter. Over three months it influenced £422,512 of revenue and won more than half of it while the branch was shut.
The starting point
Like most independent merchants, the team lost hours every day to manual quoting, and any enquiry that arrived in the evening or over a weekend simply waited until someone was back at a desk. The national chains had already gone digital. Customers who did not get an answer quickly moved on.
What Otis did
Otis answered product questions on the website and at the counter, turned rough enquiries into accurate quotes, checked live stock and pricing, and built the basket ready for checkout. It ran every hour of the week, so demand was captured whether or not the branch was open.
What happened
Across the period Otis engaged 19,714 unique visitors, answered 15,570 product queries and generated 3,523 cart adds, an add to cart rate of 17.9 percent of all sessions. It influenced £422,512 of revenue and captured 275 trade enquiries, of which 103 opened trade accounts and 85 placed orders. The average time from a customer message to an Otis reply was 5.8 seconds.
More than half of the value Otis created happened when the branch was closed.
The out of hours story is the one that stands out. Otis won £219,242 of revenue, 52 percent of the total, during evenings, early mornings and weekends. That is revenue that would previously have been missed, because there was no one there to answer.
The out of hours split
Fifty two percent of revenue and fifty four percent of cart adds happened outside staffed hours.
Why it worked
- Instant, accurate answers meant fewer visitors left without buying.
- Live stock and pricing removed the back and forth that stalls a quote.
- Always on coverage turned closed hours into a selling channel.
- Clean orders landed back in the merchant system with no re typing.
Otis is built on proprietary architecture owned by OptiFlow Technologies. Every result above is measured from a live deployment and will vary by merchant, catalogue and traffic.
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