Ring Automotive achieves 12% conversion rate and higher AOV by resolving technical queries in real-time with Zipchat AI

Zipchat AI converts 12% of customer chats into sales while increasing average order value

By providing immediate technical specifications and product guidance, Zipchat AI identifies and captures revenue that was previously lost to abandoned carts or overwhelmed support helplines.

Key results

• 12% of all Zipchat conversations convert directly into sales.
• Over 1,400 customer inquiries handled automatically to date.
• Average Order Value (AOV) for Zipchat-assisted sales is higher than the sitewide average.
• Significant reduction in the volume of emails and calls to Customer Service and Technical Helplines.
• Real-time resolution of product specification queries prevents shopping journey abandonment.

Company overview

Ring Automotive is a leading provider of vehicle lighting, car maintenance products, and workshop tools with 50 years of heritage in innovation. Based in the United Kingdom, the brand offers award-winning solutions for both everyday motorists and professional technicians. Their extensive catalog includes high-performance OEM bulbs, car accessories, and specialized workshop equipment designed to meet the rigorous demands of the automotive industry.

By allowing customers to purchase directly from their online shop, Ring Automotive provides added value through an extra year of guarantee and specialized tools like their 'Find My Bulb' selector. The brand is recognized for its ground-breaking technology and dedication to high-quality auto-electrical products that serve commercial vehicle specialists and individual car owners alike.

Industry: Automotive
Headquarters: United Kingdom
Website: View website

Why Ring Automotive chose Zipchat

Before implementing Zipchat, Ring Automotive faced a dual challenge: a high volume of repetitive inquiries to their support teams and a friction-filled customer journey. Customers interested in technical automotive products often required specific clarifications regarding product specifications. Without a real-time solution on the website, these customers were forced to break their shopping journey to contact a helpline via email or phone.

This disconnect led to two negative outcomes. First, it impacted conversion rates as customers chose to leave the site rather than wait for a manual response. Second, it created a heavy administrative burden on the internal Customer Service and Technical Helpline teams. Ring Automotive needed a solution that could act as a knowledgeable digital assistant, capable of answering technical questions instantly to keep the customer moving toward a purchase.

The impact

The implementation of Zipchat AI has transformed the way Ring Automotive handles site traffic. By offering a facility for customers to raise product queries in real-time while still on the product pages, the brand has seen a direct improvement in site-wide conversion. The AI agent now serves as the first line of defense, handling over 1,400 chats and filtering out inquiries that would have otherwise ended up as a support ticket or a phone call.

Beyond just efficiency, Zipchat has become a powerful sales driver. Data shows that customers who interact with the AI are not only more likely to buy but are also spending more. The input and guidance provided by the AI support a "trade-up" behavior, where customers feel confident enough in the technical details to invest in higher-value products. This has resulted in a Zipchat-driven AOV that consistently outperforms the site average.

"Zipchat has handled >1400 chats, with 12% of those converting to sales. In most cases, these customers would likely been lost, or would have resulted in an additional call to Technical or Customer Service helplines. The AOV for converted Zipchat conversations is also higher than the site wide average, indicating that the additional input and guidance supports trade-up to higher value products."

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Which specific challenges or problems did Zipchat help you solve?

Relatively high volume of emails and calls to our Customer Service or Technical Helpline.No ability for customers to clarify product specification in real-time, requiring a break from the shopping journey whilst they contact helplines - impacting on conversion.

How did Zipchat help you solve this challenges?

Zipchat has offered a facility for customers to raise product queries in real time, whilst on site. This has improved overall site conversion.It has also reduced the volume of calls/emails received by internal teams, which in turn creates operational efficiencies across the wider business.

What kind of results did you achieve thanks to Zipchat (for example ROI, tickets managed per day, savings per month, etc)?

To date, Zipchat has handled >1400 chats, with 12% of those converting to sales.In most cases, these customers would likely been lost, or would have resulted in an additional call to Technical or Customer Service helplines.The AOV for converted Zipchat conversations is also higher than the site wide average, indicating that the additional input and guidance supports trade-up to higher value product

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