Choosing the right kamado
ThomAI helps visitors choose a model and size. Choosing a kamado accounted for 40% of the questions analysed. Size was the most discussed topic.
An estimated 500+ hours less manual chat a year
BBQ Experience Center uses ThomAI to offer personal shopping advice and answer service questions after purchase.
Example question for ThomAI
Which kamado is right for me?
The results
More visitors helped. Less pressure on the team.
Service reach increased by 9.5% while operational pressure on the customer service team fell.
- Estimated hours of manual chat saved per year
- 500+
- Operational pressure on customer service
- −74.5%
- Conversion among Dutch ThomAI users
- 18.6%
- Conversion among Belgian ThomAI users
- 20.5%
The annual saving is an estimate based on measured chat capacity per 100,000 visitors and annual visitor volume.
The challenge
Offering personal advice at scale
A kamado is rarely an impulse purchase. Visitors want to know which model and size suit them and which accessories they need. After purchase they have questions about recipes, temperatures, techniques and service.
That expertise matters to BBQ Experience Center. The team wanted to help more visitors personally without needing more staff for every additional question.
The solution
An assistant that knows the shop
With YouShouldAsk, BBQ Experience Center shares its expertise through ThomAI. The online shopping assistant draws on the shop’s knowledge and content.
ThomAI helps before and after purchase, from product advice and recipe inspiration to delivery questions. A member of the team can step in when needed.
ThomAI in practice
From choosing a kamado to cooking
Finding recipe inspiration
Visitors look for ideas and recipes that suit what they want to cook. Recipes accounted for 26% of the questions analysed.
Answering service questions
ThomAI answers questions about delivery and service. That frees the team to deal with questions that need a person.
Helping with temperature and technique
Visitors can ask about temperatures, preparation and cooking techniques while they barbecue.
Less manual chat per 100,000 visitors
In the Netherlands, the time staff needed to handle chats fell from just over 21 hours to around 6 hours per 100,000 visitors, a saving of 15.3 hours.
In Belgium, it fell from almost 23 hours to less than 4 hours, a saving of 18.8 hours per 100,000 visitors.
With millions of website visitors a year, the projected saving is more than 500 hours of manual chat annually.
Conversion and revenue among ThomAI users
In the Netherlands, 18.6% of ThomAI users made a purchase. As more visitors used ThomAI, revenue from this group grew by more than 225%.
In Belgium, conversion among ThomAI users rose from 7.3% in the earlier measurement period to 20.5%. Revenue from this group grew by around 1,000%.
“BBQ Experience Center benefits in two ways: less work for the customer service team and higher conversion through personal support at moments that contribute to a purchase”
Wouter SteenkistOwner, YouShouldAsk
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