Hughes Direct Prepares For Online Christmas Rush With Transversal

Leading UK electronics retailer improves online customer service ahead of critical festive period.

Hughes Direct - the online arm of Hughes Electrical, one of the UK's largest electronics and home appliance retailers - has significantly enhanced online customer service ahead of the seasonal rush by implementing Transversal's (www.transversal.com) Ask a Question solution. This advanced technology enables customers to tap into Hughes' expert product knowledge by providing instant responses to online customer queries. Making it easier for customers to access information online has led to a 40 per cent reduction in customer email enquiries.

Hughes Electrical is a third generation family business that achieved £50m in net sales in 2006 from its 33 shops and internet arm. Just under half (40 per cent) of the company's annual online turnover is generated in the eleven weeks between mid-November and the first week of January. The percentage of consumers that visit a retail website and actually purchase an item significantly increases during this period, and Hughes Direct will be using Transversal's technology to support and maximise sales.

It is forecast that in 2007 consumers in the UK will spend £13.6bn on products bought online during the run up to Christmas, with the average Briton spending £509* over the internet - an increase of 40 per cent on last year.

"Meeting the surge in demand we see at Christmas is critical for our business. In previous years, our online customer service team has been flat out answering the sheer number of enquiries - and we expect 2007 to be even busier," said Simon Cox, General Manager, Hughes Direct. "As best-selling electrical products such as flat panel and HD-TVs become more complex we needed a solution that made it easier for our customers to find the information they want immediately. Working with Transversal's software enables us to meet this need and to free up the time of customer service staff to resolve more complex enquiries."

Hughes Direct chose Transversal due to its straightforward web integration, along with the company's customer-focused culture. The ease of updating Metafaq means content can be revised and expanded instantly as required by the customer service team - vital due to the increasing number of products it sells and the evolving nature of consumer technology. Since implementing Metafaq in September, Hughes Direct has already created an online bank of more than 500 different questions.

"Like a lot of retailers, the festive season is a critical time for Hughes Direct. With so many customers making purchases at that time, it's vital to provide world-class customer service," said David Yap, CEO, Transversal. "The Metafaq implementation is enabling Hughes Direct to deliver real enhancements to customer service and cement the website's position as a fantastic resource for consumers looking to purchase a new electrical product."

* Source: Forrester Research - http://www.forrester.com/Research/Document/Excerpt/0,7211,43819,00.html