Levi's and Google join forces to provide 24/7 service

During the COVID-19 pandemic , Levi Strauss & Co. found that customers were spending more time conducting pre-purchase research. With store hours often impacted by the pandemic , the company needed 24/7 coverage to handle a 30% increase in after-hours shoppers. The company determined that being able to provide customers with information around the clock in an easily accessible format could significantly increase interest and engagement, and ultimately improve purchasing behavior.

In June 2020, Levi's partnered with customer experience automation provider Linc Global to integrate the Google Business Messages solution into its cross-channel chat experience. Google Business Messages is a mobile conversation channel that combines application-based and call-based entry points on Google Maps , Search, and the brand's website. With Google Business Messages, Levi's allows customers to connect without visiting its website, going to a store, or calling.

Levi ’s partnered with Linc Global to launch five stores, then 50 stores, and then more than 200 stores on Google Maps. The company found that Google Business Messages had a customer satisfaction (CSAT) score of over 85% and generated 30 times more store-related questions than its proprietary live web chat.

Additionally, most Business Messages conversations take place outside of store hours, allowing Levi’s to respond to inquiries more quickly. Levi’s also noted that 31% of Business Messages conversations are product-related, indicating that shoppers prefer targeted interactions rather than unstructured browsing.

The company then added business messaging on Google Search to provide a rich messaging experience that syncs with regular web chat channels. Customers can conduct the entire messaging experience on Google and then visit Levi’s website or a physical store to complete the recommended purchase.

Even with store closures, customers can message Levi's through Google Maps. They can search for products and see product information and availability at their local store, as well as get details about hours and coronavirus -related updates, making shopping even easier.

The company also uses Business Messages to cross-sell or suggest products to customers based on their past purchases , personal information, and behavior. Other retailers such as H&M and David's Bridal are also enhancing their omnichannel customer service capabilities through Google Business Messages integration.

"Automating the customer experience through web chat gives customers a new way to find pre-order answers and other questions that would typically result in a call to customer service," said Anisa Kumar, vice president of global DTC at Levi Strauss & Co. "The launch of Google Business Messaging is a logical next step in providing our customers with a best-in-class customer experience."

Levi's

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