How Cloth & Paper Simplified Complex Shopping with Rep AI

“It’s just like walking into a store - but online.”

  🎯 +70% average order value (on AI-assisted orders)
💬 5–6 live video shopping calls booked per week
📉 Significant drop in repetitive support tickets
🛒 Improved conversion rate through proactive guidance

The challenge: Simplifying a complex product and improving the buying journey

As a brand specializing in luxe stationery and organization, Cloth & Paper sells beautifully minimalist planners and accessories, but it’s not a one-size-fits-all experience.

Their modular product line requires customers to assemble their perfect setup: planner sizes, inserts, dashboards, dividers, and more. That flexibility is what fans love. But for first-time shoppers, the process can feel overwhelming.

“While we do have products that you can just buy and use, the core of our business is buying components that you put together to fit your needs. And so it can be a little tricky for first timers.”
— Cheryl Perry, Head of eCommerce at Cloth & Paper

Although small, the Cloth & Paper team is known for amazing customer support - but they wanted a way to guide customers earlier in the journey, ideally before confusion stopped them from checking out.

The goal? Make it easier for shoppers to explore, build, and buy confidently—without diluting their high-touch brand experience.

‍

The solution: A digital concierge that acts like a top-performing in-store rep

Cheryl discovered Rep AI while shopping at another site and was struck by the interface.

“I saw Rep’s chatbot and I’m like, I really like this interface. I’ve seen others, but this was the cleanest.”

She realized the tool wasn’t just answering questions—it was guiding the shopper, surfacing the right collections and helping her make decisions.

That was the moment Cheryl saw the potential: a digital concierge that could mimic the feeling of being helped by a real store associate.

“It wasn’t about support. Our support team is great. I needed something for navigation, helping customers shop. That’s what drove us to Rep.”

Rep AI was rolled out with a clear mission: boost confidence, reduce friction, and increase conversion through smart, personalized guidance.

‍

Creating a truly personal online experience with live shopping calls

One of the most powerful use cases for Rep AI at Cloth & Paper is a smart trigger for booking live, 1:1 video shopping support.

“Rep has been a good tool for presenting that video support option to customers. We’ve booked five or six appointments this week alone.”

The idea started when Cheryl jumped on a Zoom with a confused customer and helped her complete an order.

“She was trying to buy something from us but didn’t know what to do. I just said, book her on my Zoom. I spent 15 minutes with her and she ended up getting a large order. I thought, this is easy—any of our team could do this.”

Today, Rep AI detects when shoppers seem uncertain, like wondering too long on a bundle page, and offers the option to talk live. It’s become a conversion driver, especially for high-consideration purchases.

“I want to do more of them. I’d love to have our schedule full of them all day. Let us help you find what you want—so you can check out with the best options”

The results: Higher AOV, more confident customers, and smarter support allocation

✅ Improved conversion rates

Rep AI supports customers right when they need it—boosting buyer confidence without pushing.

“It is super helpful in achieving conversion rate—making people understand what they want and then purchasing.”

💰 Higher average order value on AI-assisted orders

While their site-wide AOV averages around $70, Cheryl’s seen numbers around 70% higher in Rep-influenced purchases.

📉 Fewer repetitive tickets

Rep handles common, simple questions—so the CX team can focus on real conversations.

“Our chats have drastically decreased… I want to reduce those repetitive type questions and filter down the ones where the customer needs direct support from us.”

Keeping it human: A hybrid model that stays true to the brand

For Cloth & Paper, the goal isn’t to reduce all customer interaction, but it’s to elevate it.

“We want Rep engaging and helping with sales, and we want tickets and chats coming in. That means people are talking to us. We thrive on that.”

Rep AI fits perfectly into a hybrid model of giving quick answers when appropriate, and escalating to real humans when needed.

“We’re known for high-touch support. Rep helps us protect that while also scaling.”

Clear Insights, Zero Complexity: Data That’s Actually Useful

As a CX and eCommerce leader juggling multiple platforms, Cheryl doesn’t have time to dig through complicated analytics dashboards. That’s where Rep AI’s reporting tools stand out.

“The dashboard is super easy to understand… It’s easy to dig into conversations, unanswered questions, or unhelpful ones—without filtering through a bunch of data.”

Instead of abstract numbers, Cheryl and her team get immediate visibility into what matters most: What shoppers are asking, Which conversations need improvement, Which gaps to prioritize, What’s driving results. 

“I like that we can just go in and quickly check what we need to pay attention to. No need to sort through mountains of data. It’s clear, it’s visual, and it helps us move fast.”

For a small, high-performing team like Cloth & Paper’s, that accessibility is critical—not just for performance monitoring, but for proactive improvement.

“We’re not in there all the time, but our customer service team takes a really good look at it. It gives us what we need to keep making the experience better.”

What’s next: Doubling down on concierge-level shopping experiences

As Cloth & Paper continues to grow, they’re exploring more ways to turn Rep into a virtual sales associate—one that supports every step of the journey with the brand’s signature aesthetic and tone.

“Our return has been good on Rep. It definitely exceeded the goals we set when we onboarded.”

‍