OTTO Netherlands, part of home shopping organization Otto Group, offers its VIP customers after a successful pilot the ability to use the Otto-chat website. After starting the pilot phase in July, the company has recently signed a contract with chat provider LiveCom. Otto says introducing the service because the company, like many other retail organizations sees shifts in buying over the phone and order forms to website ordering systems.

For special customers OTTO launched a VIP concept. These customers have more privileges and facilities, such as access to an 'own' website, the VIP lounge. Since July, these customers also ask questions via chat and make orders. Website visitors can connect with Live Web chat a VIP Team assistant. The big advantage for customers is speed and easiness to reach representatives: Live web chat is faster and more direct than e-mail and easier to use than phone and lacks long waiting periods or pull-down menus. OTTO wants to first gain experience with VIP customers before considering opening up the chat system for all customers.