JJB Sports installs call centre software

Retailer's home shopping channels improves customer intelligence

Sports retailer JJB has rolled out call centre software

The home shopping arm of retailer JJB Sports has installed integrated call and order processing software at its call centre which was recently brought in-house.

JJB Sports TV and Golf TV Pro Shop both broadcast infomercials on Sky channels and invites viewers to place orders over the phone.

The inbound call management software is integrated with JJB Sports’ existing stock, fulfilment, database and web-based ordering systems to provide call centre staff with a unified ordering process though a single screen.

The acquisition by JJB Sports of the home shopping networks last year provided an opportunity to bring its call centre in-house, says Golf TV Shop chief operating officer Jim Coleman.

‘We wanted a unified solution so staff could process a complete order, end-to-end, without having to use disparate products from multiple suppliers,’ he said.

‘The Amcat software is also able to provide reports and analysis, including our peak periods, most popular products and impact of advertising campaigns.’

The breakdown of sales information also allows the company to target customers more effectively and cross sell products.

JJB has improved average revenue per call by 25 per cent since it was rolled out.

‘The data mining tools provided by Amcat enable us to interrogate our database and identify buying profiles that best match products to customers,’ said Coleman.

‘We could conduct an outbound calling campaign to existing customers, offering them the opportunity to pre-order anticipated products or to complementary products to their original purchase.’