Online shoppers at UK jewellery retailer Goldsmiths can now interact with the company's customer service team using live video.

The service enables shoppers to see the consultant on the screen, ask questions and browse the website alongside the sales associate.

Goldsmiths strategy started with text-based chat but then progressed into live video as the business looked to offer a web experience similar to one-to-one service it offers in its showrooms across the country.

Customers using the technology, which is provided by Vee24, have reportedly been more likely to make a purchase and their average order value is higher than a typical Goldsmiths shopper.

Shoppers can choose text chat using a keyboard, one-way video where only the consultant can be seen, or two-way video where both parties can see each other.

Mark Buckingham, head of eCommerce at Goldsmiths, remarked: "We saw immediately that the Vee24 solution was future proof and other providers were not able to offer the same high level of functionality for video chat and website co-browsing."

Ben Aelberry, customer & store support manager for the retailer, added: "We wanted to offer our online visitors a ground-breaking customer experience via a state-of-the-art platform and Vee24’s co-browsing solution, combined with video chat, offers the immersive experience that meets the high standards we have set for customer experience."

Many retailers are looking to bridge the gap between online and offline sales, and video chat is one way of blurring the boundaries.

Essential Retail reported this week that furniture retailer Heal's is working with tech company GoInStore to provide a smart glasses-generated experience for online shoppers. Customers searching the website can alert a member of store staff to provide them with a real-time product tour, through the lens of smart glasses.

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