Forty-four percent of consumers say live chat is the most important feature a brand site can offer, and 38% recall completing a purchase after help from a live chat representative. But the Big Box category has been slow to adopt the feature. Just 41% of brands in L2’s Digital IQ Index: Big Box have live chat on their desktop brand sites, a lower adoption rate than any other feature.

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Three Big Box categories boast majority adoption of the feature: Electronics (75%), Sporting Goods (80%) and Drugstores (67%). Other categories are slowly recognizing the importance of the site amenity. Toys “R” Us prominently exhibits the Live Chat feature on the Home Page, Product Pages, and Customer Service Page. And PetSmart’s site said live chat was ‘coming soon’ during the study period.

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