The e-tailing group has had the good fortune to have monitored chat over the past 5 years where our views on this technology have been shaped by real chats with real retailers and consumer research that we have conducted jointly with BoldChat as they have taken a leadership role through their annual Live Chat Effectiveness surveys.

Before sharing the findings, we will begin with the merchant point-of-view based on outreach to the European retail community in hopes of adding color commentary to our global mystery shopping exercise. Thanks to the generosity of these retailers we were able to learn first-hand why they added live chat, any initial reservations they had along with their goals and perspective once chat was in place. We also sought to understand the impact on conversion, AOV and general satisfaction. These reflections will be shared as part of this introduction while also being integrated in the respective sections of this white paper.