Case study · E-commerce & retail
One AI assistant, answering customers across three Shopify stores.
How NK Group gave customers instant, consistent answers about orders, delivery and returns — across web chat and phone, 24/7 — without growing the support team.
The client
NK Group is a UK-based retailer operating three Shopify stores — NK Teamwear, NK Uniform and NK Workwear.
Between them, the brands handle a high volume of customer enquiries about order status, delivery updates, returns, branding services and general support — all funnelling into the same customer service team.
The challenge
As NK Group grew, customer enquiries increased across multiple channels. The majority followed familiar patterns:
- Where is my order?
- Has my order been dispatched?
- What are your delivery times?
- How long does branding or embroidery take?
- What is your returns policy?
- What are your opening hours, and how do I contact support?
Individually simple, these questions consumed a significant amount of staff time. Teams answered the same things repeatedly across phone, email and the website. During busy periods, response times stretched — adding pressure on staff and frustration for customers waiting on updates.
The challenge wasn't a lack of information. The answers already existed. The challenge was making that information instantly available whenever customers needed it.
Our approach
We designed an AI-powered customer service assistant to handle the most common enquiries across all three Shopify stores.
It was built around a shared knowledge base covering:
- Order and delivery information
- Lead times and turnaround guidance
- Branding and embroidery processes
- Returns policies
- Frequently asked questions
- Company contact information
The assistant was deployed across both website chat and inbound phone calls, giving customers a consistent experience however they chose to get in touch. Key features included:
- 24/7 customer support coverage
- Automated handling of order-related enquiries
- FAQ resolution without staff intervention
- Collection of order numbers and customer details
- Intelligent escalation when human support was required
- Automated notifications for urgent issues or complaints
- Consistent answers across all three NK Group brands
Rather than replacing the team, the assistant was designed to absorb repetitive enquiries so staff could focus on more complex customer needs.
Results
Customers now get immediate answers to the most common questions — easing pressure on the team and improving the experience.
- Faster response times for customers
- Fewer repetitive enquiries reaching staff
- Consistent information across three separate brands
- 24/7 availability for order and delivery questions
- Improved customer experience during peak trading periods
- Better visibility into the questions customers ask most
The business now has a scalable support function that can grow with order volume — without a proportional increase in customer service staffing.
Future opportunities
The platform provides a foundation for further automation, including:
- Direct integration with order tracking systems
- Automated returns processing
- Proactive delivery notifications
- AI-assisted email response drafting
- Customer account support workflows
- CRM and helpdesk integration
Many support teams spend most of their time answering a small number of repetitive questions. The greatest value from AI comes from automating those predictable interactions — while keeping a human reachable when it matters.
For NK Group, the result is support that's available around the clock, consistent across multiple brands, and frees staff to focus where human expertise adds the most value.
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