July 4, 2022

How to increase sales with video calls by 200%: Canadian Appliances case study

Canada's largest appliance supplier has implemented Live Video Shopping for their customers and achieved a 500% ROI. Find out what steps they took to achieve such success.


Tiago Mesquita da Cunha
Tiago Mesquita da Cunha
Business Partnerships Manager
Elena Morgina
Elena Morgina
Marketing Manager


Founded in 2008 in Toronto, Canada, Canadian Appliance Source is a forerunner retailer of modern kitchen and home appliances in Canada. The company started with one showroom (which quickly grew into seven showrooms), with the concept of being an online business.

CAS is the retailer of home appliances through an omnichannel platform across Ontario and Quebec, enabling customers to get products via both online and physical stores easily.

CAS has always been focused on online sales, as customers usually come into the showrooms to look around and then go to the internet to research the products.

In the past, customers used to rely on the salesperson to provide all the information. Now, the customer is in the driver’s seat – they can get the information themselves and bring that information back into the showroom. The role of the salesperson now has actually changed. They’re there to validate the information the customer already has.

Having that in mind, the company worked on having one of the most up-to-date websites for customers to discover their products. For a lot of people, as far as information and the availability to shop on it go, it’s the best website in Canada.

The evolution of the CAS customer experience.

With the expansion and growing website traffic, CAS started looking at how to capture online customers and create a lasting relationships. The team decided that once the customer came to their website, a qualified expert should be guiding them through the shopping process. That’s how Canadian Appliance discovered LiveChat.

Since the company started using LiveChat, they aimed to find a solution to be able to start a voice or a video call inside the chat, and create a live product demonstration. As the Canadian Appliance team remembers, they’ve tried many different platforms, but none of them was providing the live and interactive experience they wanted to create.

Canadian Appliance Source`s Sales President, Terry Robar about SnapCall.

Sustaining growth in the midst of the pandemic

Together with LiveChat, SnapCall provided a COVID-era solution, tackling the challenges of recreating a live shopping experience online. CAS now has a sustainable way to provide a great purchasing experience and continue to grow, no matter the challenges that emerge within the journey.

"Any appliance is a fairly expensive purchase, so the look and feel of a product are really important for the customer. But in a lockdown, there’s no way to show people how the fridge doors open, how it functions. UsingSnapCall with LiveChat has provided us with the solution to go forward in this era of COVID."

Reassuring hesitant buyers with voice and video call

Canadian Appliance knows what it takes to provide an exceptional shopping experience and ensure online customers finalize their purchases.

“To make a purchase on a website, you have to have confidence in the company. When you switch to a video call, people actually know you are in a showroom and they see that you’re an appliance specialist. That’s the important part. Talking to actual real people from the local community at a local store, really drives home that sense of security for purchasing. Giving that strong visual message is what we’re looking for."

Using voice and video calls to complete sales as part of a single shopping interaction

Before starting to use SnapCall one of the biggest challenges that CAS team had was obtaining credit card numbers and actually making the sale.“We used to have to get the customer’s phone number over the chat, dial the phone number and wait for the customer to pick up. The goal was to be able to do a full transactional sale in one shot, without having to do multiple touchpoints.

If a customer comes in with a sales rep’s name, from that point has to be an in-person engagement. But we’re actually finding that by engaging the customer towards a video call we don’t have to do that. We close the sale right there.”

CAS customers can get online advice and support, as well as get a live overview of the product of their choice without leaving the chat with an agent.

"One of the big things SnapCall really helps us with is that we can launch a voice or a video call directly in LiveChat, and we can actually get the sale completed in a single interaction. We don’t have to do multiple interactions, or multiple platforms. It’s one platform from bottom to end, bringing the showroom, the website, and the customer’s experience together in one spot."

Increased ROI to 500%

With the implementation of SnapCall, CAS makes a $500 profit for every $1 spent. Thus, introducing video into their online sales has increased their ROI by 500%.

The seamless customer experience allowed customers to make a purchase in one iteration right during the video call.

Discover new horizons for eCommerce!

Provide customers with the perfect, seamless experience with live video. Reduce the number of touchpoints and shorten the customer journey.

Initiate a call with the customer without leaving the chat. Showcase the product in LIVE, add the item into the cart and accept payments right during the video call.

⇢ Learn more about all the tremendous opportunities for retail.


About SnapCall

Launched in 2016, SnapCall is revolutionizing the customer experience by helping brands maximize the value of customer interactions. We combine live video, voice, and screen sharing to deliver seamless customer-business interactions. Our clients are global companies looking to create a winning omni-channel customer experience online. The SnapCall team is represented by entrepreneurial minds from all over the world. We value diversity as it’s what broadens perspectives and makes the spirit of fresh ideas ever-present in our team, which gives us tremendous power to deliver the digital transformation we bring to the world.


Press Contacts

Elena Morgina

SnapCall Europe

Lily Masterson

SnapCall America