How Envolve’s AI-powered virtual shopping assistant boosted eCommerce conversions for Red Equipment

The Challenge

Red Equipment, a premium brand in outdoor paddleboarding gear, set its sights on boosting ecommerce performance across the UK, US, and Canadian markets.

With strong traffic and a loyal customer base, the challenge wasn’t attracting users. It was growing conversions.

The brand needed a way to convert passive browsers into engaged buyers while maintaining regional consistency across storefronts and reducing friction in the buying journey.

The Gen3 Approach

As Red Equipment’s affiliate marketing agency, Gen3 identified a high-impact solution: Envolve’s Virtual Shopping Assistant (VSA), an automated, performance-based chat widget built to increase on-site engagement, provide intent-based product recommendations, and maximize conversion rates.

Seamless Activation

The VSA was activated effortlessly via AWIN’s One-Click Plugin, requiring no integration fees, subscriptions, or contracts. This enabled Red Equipment to launch rapidly with minimal development lift.

Conversion Focused On-Site Messaging

With enhanced trigger messages, the VSA appeared during key moments of user inactivity. It directed dormant shoppers toward product pages and high-conversion category hubs, reigniting their buying intent.

Regional Consistency

Deployed across Red Equipment’s UK, US, and Canadian storefronts, the VSA ensured localized user experiences, unified messaging, and geographic consistency in sales performance.

Frictionless Customer Support

The VSA resolved 93% of 1,791 automated queries in real time, guiding users, answering product questions, and eliminating the need for live agent involvement during the pre-sale process.

The Results

• +70% Engagement Rate: Over 21,000 users engaged with the assistant in the initial months.
• 9% Conversion Rate: Far above industry benchmarks, validating the assistant’s impact.
• Friction Reduction: 93% of chats resolved without live agent involvement.
• Generated significant sales volume in under four months, driven entirely by the VSA.

Looking Ahead

“We are always looking at how we can exceed expectations across the user journey and have found that the addition of Envolve’s technology on site has allowed customers to query the site and find relevant information and products much easier than through our existing search functionality.

I’m delighted with the performance so far and looking forward to how we can leverage the platform further.”

Luke Green, Head of eCommerce, Red Equipment

“Having previously worked with Envolve at Gen3, I was already familiar with the strength of their proposition. When the opportunity arose with Red Equipment, it was clear they’d be a natural fit.

The brand was focused on improving conversion rates and making it easier for customers to discover relevant product information, goals that aligned perfectly with Envolve’s capabilities.”

Mikey Williams, Associate Director, Gen3 Marketing

It’s been a pleasure working with the teams at Red Equipment and Gen3 to deliver a truly performance-led partnership. Red Equipment is a forward-thinking brand, and we’re excited to keep building on the strong foundations we have in place.”

Dan Harding, Commercial Director, Envolve Tech

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