How Rita Row improved conversion and automated up to 70% of its enquiries with Serviceform

THE PROBLEM

Before putting the solution in place, the main challenge was lost opportunities outside business hours and at key moments in the funnel. Many visitors left the site with unresolved questions, especially in the stages right before a purchase, which had a direct impact on conversion. On top of that, the Customer Service team was swamped with repetitive enquiries (order status, returns, shipping), which limited their ability to add value on more complex cases. The situation got worse during demand peaks like Black Friday, when ticket volume grew out of control, creating bottlenecks and an inconsistent customer experience.

THE SOLUTION

Rolling out the Serviceform chatbot completely changed this picture, moving from a reactive model to a proactive one. Thanks to its 24/7 availability, the business started capturing opportunities outside business hours too, turning the chatbot into a key channel that now competes with email and reduces reliance on the phone. Operationally, between 60% and 70% of transactional enquiries were automated, freeing up several hours a day for the team and letting them focus on higher-value interactions. The tool has also made it possible to scale support without adding resources during demand peaks, while providing valuable insights to optimise the customer journey. The result is a smoother experience, more leads captured and a significant improvement in conversion.