How Infinity Braids Cut Support Volume 60% and Lifted Conversion 4.1x With REP AI

When you are a lean team, every support email is a tradeoff. Time spent answering “where is my order?” for the hundredth time is time not spent growing the business.

That was the reality at Infinity Braids, a brand built around vegan, high-quality synthetic-fibre braids and ponytails — never human hair — made for busy women who want a styled look in seconds. Selling to both retail shoppers and B2B partners, Infinity Braids brings a famously personal, emoji-rich voice to every customer conversation. Product, sizing, shipping, returns — every question came in by email and was answered by hand.

Beatriz Oni, the brand’s Customer Success & Operations Manager, was fielding 30 to 50 emails a day, spiking past 100 a day during the holidays. She needed two things at once: relief from the support load, and a way to turn browsing shoppers into buyers without adding headcount.

She found both in REP AI. Today REP answers the overwhelming majority of shopper questions automatically and actively sells on the storefront — cutting Infinity Braids’ manual support volume by roughly 60% while driving a 4.1x lift in conversion from AI-led conversations.

The Challenge: Everything by Hand

Before REP, support and product questions at Infinity Braids ran entirely through one inbox — and through one person.

“It was all manual,” Beatriz explained. Order-status checks, delivery issues, sizing questions, and exchange requests all landed as emails and were answered one at a time. During peak periods the volume became unmanageable, and the most repetitive questions crowded out the work that actually moved the business forward.

Two problems compounded each other:

• A heavy, repetitive support load. 30–50 emails a day — over 100 a day in the holidays — almost all of them answerable from existing information.
• Shoppers stuck mid-decision. Visitors with a quick product or sizing question had no way to get an instant answer, so they hesitated or left before buying.

The team needed something that could carry both the support burden and the sales conversation — around the clock, without sounding like a robot.

Why REP: Sales Skills Gorgias Couldn’t Match

Infinity Braids evaluated Gorgias before choosing REP. The deciding factor was that REP did not stop at support.

“REP’s sales skills were superior to Gorgias,” Beatriz said, “and the support side handled every part of the journey.” Where other tools deflect tickets, REP also actively guides shoppers to the right product and helps them buy — one platform covering discovery, purchase, and post-purchase support.

Live in a Week — With a One-Click Setup

The technical integration with Shopify was done in one click. Full launch took about a week, and Beatriz was quick to point out the timeline was on their side, not REP’s: the brand’s FAQs needed updating first.

“Most of our FAQs weren’t up to date,” she said. “Once we fixed them, it took one click.” Feeding REP the right information was the only real prerequisite — and once it had it, accuracy followed almost immediately.

How Infinity Braids Uses REP

Sales

Selling on the storefront with Sales Skills

REP watches for shoppers who look like they’re about to leave, opens a conversation, and guides them toward the right product — adding items to cart directly inside the chat. Over the last 30 days the results were clear:

• 50% of shoppers REP guided to a product page went on to convert.
• 9% of shoppers who asked REP to add a product to their cart converted.
• 8.85% overall conversion rate from AI conversations — a 4.1x lift over the brand’s baseline.
• 7% of all orders were rescued by the concierge — sales that would likely have walked.

Notably, 87% of these conversations were started by shoppers themselves, with REP proactively re-engaging the other 13% before they disengaged.

Support

Carrying the support load automatically

On the support side, REP answers the everyday questions that used to fill Beatriz’s inbox — order status, shipping, product details, returns policy.

• 96.49% of all questions shoppers asked were answered successfully by REP, with no human needed.
• ~60% fewer manual support emails reaching the team.

Complex cases like exchanges still get a human touch — but they’re now the exception, not the daily grind.

The Surprise: It Sounded Exactly Like Them

Infinity Braids’ voice is warm, casual, and full of emojis — the kind of tone most brands find impossible to hand off. Beatriz was skeptical REP could pull it off.

“Tone of voice and brand are hard to get right — but REP got it instantly. It feels like you’re talking to your best friend. It talks like a human, not a robot.”
— Beatriz Oni, Customer Success & Operations Manager, Infinity Braids

When she asked REP to drop the em-dashes from its replies to better match the brand’s style, it adjusted right away. The voice felt like Infinity Braids — because it was.

The Result: A Team Freed to Be Strategic

The biggest change wasn’t a number on a dashboard — it was how Beatriz spends her day.

With REP handling the repetitive questions, she went from being buried in the inbox to owning support end-to-end while finally having room to improve the system, build automations, and think strategically about operations.

“Before, I spent my whole day on support emails. Now REP handles them, and I can focus on actually improving the business instead of just keeping up.”
— Beatriz Oni, Customer Success & Operations Manager, Infinity Braids

She was also relieved on the question she worried about most — accuracy. “I was hesitant at first that it could give accurate answers,” she admitted, “but once the FAQs were updated, it answered almost everything correctly, fast.”

Would She Recommend It?

“I highly recommend REP to any brand that wants better operations and customer support. You get 24/7 support, and you’ll see your sales increase.”
— Beatriz Oni, Customer Success & Operations Manager, Infinity Braids

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