Chico's Enhances Web Site with Live Help Options

Chico's plans to implement an integrated live help strategy across its Web channel and has launched ATG's eStara Click to Chat system. Currently running on the ATG Commerce Platform, the Chico's Web team last year adopted a streamlined customer experience with easy navigation for all three of its retail brands (, and

Chico's turned to ATG to execute a live help strategy powered by ATG's eStara Click to Call and eStara Click to Chat. The company wanted to further drive customer loyalty and reduce site abandonment rates by proactively engaging visitors and directly connecting them with customer service associates who can answer questions, provide personalized recommendations, and assist with purchasing decisions.

"As our business continues to grow, it's imperative that we are able to provide a seamless cross-channel experience for our Web site visitors," said Jason Acevedo, director of e-commerce and DTC operations, Chico's FAS. "Different customers like to interact with a company in different ways, and therefore we wanted to add features to each of our sites that would help them quickly connect with associates in an efficient way. Each and every customer should have positive experiences with our brands so that they return to our Web stores and physical stores again and again."

With the launch of eStara Click to Chat from ATG, the sites will feature small buttons that enable customers to instantly connect with an agent for help with a simple click, automatically opening a text chat window. When Chico's launches ATG's eStara Click to Call, shoppers will also have the option of clicking a button to initiate a real-time phone conversation with an associate. Both eStara Click to Chat and eStara Click to Call will integrate with Chico's e-commerce operations, so that associates interacting with customers will have access to information that helps them assist each shopper in a more efficient and personalized way.
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