# Sports Retail Chatbot Case Study Source: https://www.conversationdesigninstitute.com/case-studies/sports-retail-chatbot --- Case study # Global Sports Retail Chatbot ![Global Sports Retail Chatbot](https://a.storyblok.com/f/323168/3841x3178/8cc9ae8e5f/adidas-white-iwth-space.png) A Forbes 500 sports retail brand launched their customer service chatbot in the US market in 2020\. Its main function was to help customers keep track of their orders as well as answer any questions that they may have. In order to optimize their customer support across other markets, the company reached out to CDI to help them achieve a successful chatbot experience that combined the US framework with flexibility for localized enhancements. [ Learn more about CDI Standards ](/conversational-ai-for-business/standards-framework) Scope Auditing, Consulting Channel Web Industry Retail Solution Customer support Growth area Mindset↗ Skillset↗ Culture↗ Systems↗ 5 + NPS Upflit 44 % Containment 8 Local markets and growing “In some markets the bot scores as highly as human agents. That’s almost unheard of for customer service AI Assistants! We’re now copying insights gained from those markets to increase NPS globally.” ![](https://a.storyblok.com/f/323168/4119x6179/bd93bab108/willem-don.jpg/m/100x0/filters:no_upscale()) Willem Don AI trainer ![](https://a.storyblok.com/f/323168/7000x4669/004a4ce0b3/adobestock_452331981.jpeg/m/1800x0/) ## Summary A Forbes 500 sports retail brand launched their customer service [chatbot](/topics/chatbots) in the US market in 2020\. Its main function was to help customers keep track of their orders as well as answer any questions that they may have. In order to optimize their customer support across other markets, the company reached out to CDI to help them achieve a successful chatbot experience that combined the US framework with flexibility for localized enhancements. ## The challenge A common hurdle for successful localisation is how to empower local domain experts; how to give them the tools to properly modify and optimize an AI Assistant to the local situation. This is especially challenging when they have limited experience with conversational AI. Encouraging local teams to be involved as closely as possible with the [chatbot](/topics/chatbots) is a core belief for CDI, as a customer-facing AI Assistant will never be fluent enough to drive lasting value without their inclusion. ## How we supported For each market, we paired a small local team with a CDI expert that could review, coordinate and guide the localization and implementation. This approach also meant that the teams could be introduced to CAI fundamentals and approaches during the sprints. Our approach allowed markets to move with speed and start automating chats and delivering results quickly. So far, localized versions are live in the US, Canada, Brazil, Mexico, Argentina, Peru, Chile and Colombia, with European markets next on the horizon. ![](https://a.storyblok.com/f/323168/6016x4016/1ce959490c/adobestock_279281241.jpeg/m/900x0/filters:no_upscale()) ![](https://a.storyblok.com/f/323168/90x28/558ce6f243/t-mobile.png) ![](https://a.storyblok.com/f/323168/120x20/b869ed86ba/natwest.png) ![](https://a.storyblok.com/f/323168/168x70/13c3c36a4c/optum.png) ![](https://a.storyblok.com/f/323168/170x36/24f5a0578c/jp-morgan.png) ![](https://a.storyblok.com/f/323168/150x43/2260f338d7/vodafone.png) ![](https://a.storyblok.com/f/323168/91x42/925379484e/kpn.png) ![](https://a.storyblok.com/f/323168/90x28/558ce6f243/t-mobile.png) ![](https://a.storyblok.com/f/323168/120x20/b869ed86ba/natwest.png) ![](https://a.storyblok.com/f/323168/168x70/13c3c36a4c/optum.png) ![](https://a.storyblok.com/f/323168/170x36/24f5a0578c/jp-morgan.png) ![](https://a.storyblok.com/f/323168/150x43/2260f338d7/vodafone.png) ![](https://a.storyblok.com/f/323168/91x42/925379484e/kpn.png) ![](https://a.storyblok.com/f/323168/90x28/558ce6f243/t-mobile.png) ![](https://a.storyblok.com/f/323168/120x20/b869ed86ba/natwest.png) ![](https://a.storyblok.com/f/323168/168x70/13c3c36a4c/optum.png) ![](https://a.storyblok.com/f/323168/170x36/24f5a0578c/jp-morgan.png) ![](https://a.storyblok.com/f/323168/150x43/2260f338d7/vodafone.png) ![](https://a.storyblok.com/f/323168/91x42/925379484e/kpn.png) ## Get your retail AI right This is what getting it right looks like. 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