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About Militaria.pl / MILITARY.EU
Militaria.pl is a company with a history of over 25 years, dating back to 1998. Since then, it has continuously built its position, becoming the largest store in its industry in Europe. The company prides itself on a wide range of products, including shooting, self-defense, outdoor, and clothing — all available without a permit — and has always focused on high-quality customer service, confirmed by numerous positive reviews.
Multi-Channel, International Presence
Militaria.pl reaches a wide audience through an extensive network of sales channels:
- Militaria.pl — available in Polish, Ukrainian, and English
- Military.pl — a dedicated domain for the Polish market
- Military.eu — serving customers from the EU, the UK, and Ukraine, also available in German, French, and Romanian
- Marketplace platforms — increasing the reach and availability of the product offer
- A network of physical stores — enabling direct contact with customers and professional in-person advice
This combination of online and offline channels, combined with multilingual support across six languages, creates a complex customer service environment where consistency, speed, and accuracy of responses are essential.
Scope of Cooperation with AskSpot
AskSpot was implemented as an AI chat assistant across all Militaria domains and in all supported languages. The goal was to automate customer service and product consulting while maintaining the high service standards the brand is known for.
Key Problems Addressed
The implementation targeted five core areas where AI could make an immediate impact:
- Technical product inquiries — specifications, compatibility, and usage instructions answered with precise, contextual responses.
- In-store availability — real-time information on stock levels and collection options at specific locations.
- Product search in natural language — customers describe what they need (e.g., "tactical backpack ~30L up to 500 PLN"), and the AI filters by attributes to narrow results quickly.
- Sales support — recommending alternatives for unavailable products and selecting accessories for cross-sell and up-sell opportunities.
- After-sales service — handling order statuses, complaints, returns, and invoices with automatic responses and seamless escalation to the Freshdesk team when needed.
Technical Implementation
The deployment involved analysis and connection of Militaria's knowledge sources (FAQ, guides, knowledge bases, product feed), installation and configuration of chats on each domain and subdomain with language customization, and implementation of quality analytics — a separate AI model that assesses whether each case was resolved, feeding directly into KPI dashboards.
Customer Feedback
Thanks to precise, contextual answers and recommendations for alternatives, we have partially reduced the volume of repetitive inquiries to the team, which has resulted in faster handling of cases requiring a consultant and a better customer experience. I recommend AskSpot as a solution that combines quick implementation with a measurable business effect.
Kamil Jacak
E-commerce Vice Director, Militaria / Military
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