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3 Examples of a Guided Selling Software

08. Jun 2018 05:00 | Minimizing Returns Rate

A guided selling software helps customers make decisions about what to purchase in an online shop, which can have the effect of reducing the rate of returns. In a physical store, we are all familiar with the concept of a sales advisor who is on hand to help us navigate the purchase of a pair of pants or a new TV. But although this is a common sight in retail stores, sales advisors are rarely used in online stores. These three successful examples of guided selling software will show you how you can change this in your online store.


In this blog article, we will cover the following topics:

What Is a Guided Selling Software?

What Are the Benefits Of a Guided Selling Software?

Successful Cases Using Guided Selling Software
Guided Selling at ETERNA – It Fits Like a Glove
Miles & More’s Conversion Rate Is Increasing With the Help Of Guided Selling
Digital advice on prams at babymarkt.de

Our Verdict: It is possible to deliver quality sales advice in an online shop


What Is a Guided Selling Software?

A guided selling software is a software program for e-commerce providers that enables you to help your customers decide which products to buy and guides them to the right product. This makes it easier for your customers to select the product they want, with the end result being that they are able to make the right purchasing decision, which, in turn, reduces the returns costs for your business.

Guided selling gives your customers the same kind of experience they get when interacting with a sales advisor in a physical store. Customers receive comprehensive advice and are ultimately guided toward their purchase. In this way, if your customers are not familiar with the properties of a particular product, an online advisor tool can help them identify what they need.

The guided selling software asks targeted questions and uses visual filters to display potential responses. Customers simply answer these questions and the advisor then determines which product will meet their expectations. The guided selling software displays the most suitable products at the top of the results list. The instant result function adapts the results list as soon as customers answer another question. As the suggested products are tailored precisely to their requirements, customers feel more comfortable and more inclined to make a purchase.

When determining which products to suggest, the advisor takes into account not just the current scenario but a customer’s entire click and purchase history. This history is collated in a database specific to the online store and used to help with the advice process. All this means that customers do not experience any compromise on service levels when they decide to use your online store.


What Are the Benefits Of a Guided Selling Software?

Often, customers will have an idea of what they are looking for but will struggle to put it into words. This is common with products that are complex or require explanation. In this sort of scenario it can be difficult to find the right product, as requirements will differ depending on use.

The more uncertain customers are, the less likely it is that they will make the purchase. If customers do go on to purchase the product despite not being completely certain, there is a good chance that they will not be satisfied. This, in turn, can lead to the customer returning the product. This is where guided selling software can really help:

  • It advises customers so that they can work out what they want and need.
  • It creates awareness of the right product. This makes customers more inclined to make a purchase. They are also more likely to be satisfied with the products they receive.


The results include increased sales and reduced return costs for your company.


Successful Cases Using Guided Selling Software

Lufthansa, ETERNA und Bellybutton have implemented various types of shopping advisors. The overall result has been the same despite the different approaches: Customers purchase the right product and the shopping experience is easier and more enjoyable.


Guided Selling at ETERNA – It Fits Like a Glove

ETERNA uses a shopping advisor in order to appeal to fashion-conscious shoppers looking for an outfit tailored specifically to their requirements. ETERNA specialises in selling its customers shirts that offer the perfect fit.


The shirt advisor helps customers to identify what they are looking for and then shows them the shirts that are available in the relevant range. Customers can choose their preferred collar style, or details such as a breast pocket. The results are shown along with a percentage figure to indicate the extent to which the shirt they are being offered matches their specifications.

Screenshot from the shirt-advisor from ETERNA, in which the customer can choose between different kind of collars.
Screenshot of the shirt advisor from ETERNA in which the customer can choose between different kind of collars.
Screenshot of the shirt advisor from ETERNA in which the customer can choose between different kind of collars. (Quelle: Shirt Advisor | ETERNA)

Miles & More’s Conversion Rate Is Increasing With the Help Of Guided Selling

The right suitcase is a must for any traveler. If the case is too big, you end up packing more than you really need. But if it is too small, you may struggle to fit in the essentials for your trip. To make sure that its customers do not encounter these problems, Miles & More, a subsidiary of Lufthansa, has introduced the luggage advisor. With such a large variety of luggage on offer from Miles & More, it is easy to feel overwhelmed. But with the luggage advisor, customers will have no difficulty finding the right suitcase to meet their requirements.

Screenshot of the luggage avisor by WorldShop, in which the guided selling system asks the customer a series of questions regarding their desired specifications for a new suitcase. The customer is asked for their desired size and type as well as various outside and inside features.
Screenshot of the luggage advisor by WorlShop, where the customer can choose the desired outside-features. (Source: Luggage Advisor | Lufthansa WorldShop)

It is very important to Miles & More that customers never encounter a “no results” page. They prefer to include reasoning alongside the suggestions. Each product is presented along with details about which of a customer’s stated requirements it meets, and which it doesn’t. This means that customers can see at a glance which of their requirements are met by which products.

“Using epoq’s guided selling software, we have significantly increased the conversion rate for our luggage products. Along with the recommendation engine, this has become an indispensable part of worldshop.eu.”
Thomas Hilus | Manager Digital Marketing | Miles & More GmbH

Find out more about the guided selling software used by Miles & More in our blog article: Online-Produktberater: Unterstütze deine Kunden bei der Produktauswahl (available only in German at the moment).


Digital advice on prams at babymarkt.de

Ordering complex products online is often not that easy. Especially if one is not familiar with the product’s functionalities in detail and a large selection is offered. babymarkt.de has recognised this problem and offers customers a digital product advisor on the topic of prams in the online shop. This involves asking specific questions that are easy to answer in order to determine the customer’s needs (e.g. Is the pushchair pushed by different people?). With the help of pictures and graphics as well as info icons that explain individual terms and functionalities in more detail, shop customers are supported in their product selection and are guided step by step to the right article.

The pram advisor asks for the appropriate place of use.
Excerpt from the babymarkt.de pram advisor for selecting the place of use (Source: babymarkt.de pram advisor)

Our Verdict: It is possible to deliver quality sales advice in an online shop

Convenient online shopping from home and customer service — these two ideals are no longer mutually exclusive. They now work together in perfect harmony thanks to guided selling software. And the results for you and your customers are great. Miles & More, Bellybutton, and ETERNA have already shown how it can be done.

More Information on Guided Selling from epoq >>

Do you have any questions or remarks? Let us know in the comment section below!

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Diego Salazar

Working Student Marketing

Diego works as a student trainee in the marketing department. Besides writing blog articles and maintaining the website, he also supports his team by performing in various competitions such as the B2Run. He is also studying industrial engineering at the KIT.

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