How Charlie B Collection Turned Ticket Overload Into an 8.3x Return With REP AI

Charlie B Collection built its business on wholesale relationships, then added a direct-to-consumer storefront on Shopify — a shift that left its small e-commerce team responsible for a customer support and sales function they were building from the ground up.

The Challenge: Every Question Became a Ticket

Before REP AI, Charlie B’s online shoppers were met with Zendesk’s chat widget — one the team had never gotten fully configured with a working help guide. With no one available to staff the site around the clock, every inquiry, no matter how small, turned into a support ticket.

“Pre-Rep, we had Zendesk’s chat widget on our site and we never had Zendesk set up properly… Zendesk wasn’t answering any inquiries, so everyone would go on our widget. We didn’t have anyone available to be live on the site 24/7. And then every single question was a ticket.”
— Kelly Menegakis, E-Commerce Team, Charlie B Collection

Because Charlie B still runs its wholesale ticketing through Zendesk, whatever the team adopted for e-commerce had to work alongside it, not replace it.

“We wanted something that integrated… it was hard to find at the time, something that flowed properly into Zendesk, but also was able to limit what’s going into Zendesk by answering the customer’s inquiries properly.”
— Kelly Menegakis, E-Commerce Team, Charlie B Collection

Why REP AI: The Onboarding Sold Them

Kelly points to REP’s onboarding, as much as the product itself, as the reason the team stuck with it.

“I think it was easy to set up, and the onboarding was actually very seamless. The person on your team really helped us set up all the flows, all the different skills that we could turn on. It was easy to integrate, but we also had a lot of onboarding help to do the things we didn’t quite know.”
— Kelly Menegakis, E-Commerce Team, Charlie B Collection

Support That Flows Where It Should

REP now sits in front of every online inquiry — answering directly, or routing to Zendesk only when it can’t. The wholesale side keeps running through Zendesk untouched, which is exactly the separation Charlie B set out to build. When a conversation does need a human today, it’s usually one of a handful of familiar edge cases — return policy clarification, a shipping charge discrepancy, an order that can’t be located — not a breakdown in the AI.

How Charlie B Collection Uses REP AI

Sales

Turning support into a revenue channel

• $141,771 in AI-generated sales since going live in April 2025 — a 195x average monthly ROI.
• $3,839.87 in AI-generated sales over the trailing 30 days (3.2% of total revenue) on $462 in platform cost — an 8.3x return this period, down from a stronger prior 30 days ($5,745 generated) as summer traffic slows.
• 6.23% conversion rate on conversations with REP — a 1.8x lift over baseline.
• 38 orders rescued this period, averaging $101.05 per order; 69 shoppers were guided to a product page and 12 redirected to checkout.
• 17 shoppers asked REP to add an item to cart directly in chat, converting at 18%.

Support

Keeping tickets out of the queue

• 94.75% of conversations resolved by AI with no human needed (97.49% question-answering rate).
• 193 tickets deflected this period (2,753 all-time), for an estimated $675.50 in support cost savings this period.

From Ticket Tool to Sales Guide

What stands out to Tamara isn’t just that REP answers questions — it’s that it answers them in a way that moves shoppers toward a purchase.

“It really does help guide people to certain products when they ask specific questions. In terms of sales, it answers the questions pretty well and guides you in the right direction, whether that’s to a collection or specific product.”
— Tamara Fattouh, E-Commerce Team, Charlie B Collection

The Recommendation

“We tested it out and we were just sold.”
— Kelly Menegakis, E-Commerce Team, Charlie B Collection