How AI Chat Boosted Sales and Customer Experience at Militaria.pl
01
Client
Militaria.pl
02
Industry
Outdoor, tactical & military e-commerce
03
History
25+ years (established 1998)
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Reach
Largest store in its industry in Europe
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Domains
Militaria.pl, MILITARY.EU, MILITARY.PL + marketplaces
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Languages
Polish, Ukrainian, English, German, French, Romanian
Key Results
Solution Used
AskSpot AI Chat
Multilingual Support (PL, UA, EN, DE, FR, RO)
Product Advisory & Sales Automation
Cross-sell / Up-sell Recommendations
Freshdesk Escalation Integration
AI-Powered Quality Analytics
The Challenge
About the Client
Militaria.pl is a company with a history of over 25 years, dating back to 1998. 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 — 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.
The company reaches a wide audience through multiple channels:
- Militaria.pl — available in Polish, Ukrainian, and English
- MILITARY.PL — a dedicated domain for the Polish market
- MILITARY.EU — serving EU, UK, and Ukrainian customers, also in German, French, and Romanian
- Marketplace platforms — increasing product reach and availability
- Physical stores — enabling direct customer contact and professional in-person advice
This combination of online and offline channels across six languages creates a complex customer service environment where consistency, speed, and accuracy are essential.
The Challenge
Despite strong brand reputation, Militaria faced growing pressure on its customer service operations:
- High volume of technical product inquiries (specifications, compatibility, instructions)
- Frequent questions about in-store availability and stock levels
- Complex product search needs expressed in natural language (e.g., "tactical backpack ~30L up to 500 PLN")
- Demand for sales support including cross-sell and up-sell recommendations
- After-sales service load — order statuses, complaints, returns, invoices
- Multilingual complexity across six languages and multiple domains
Implementation Goals
The AI implementation at Militaria was designed to address both customer service efficiency and sales performance:
- Deploy AI chat across all Militaria domains and all six supported languages
- Automate responses to technical product questions and after-sales inquiries
- Enable natural language product search with attribute-based filtering
- Support sales through intelligent product recommendations and alternatives (cross-sell / up-sell)
- Seamlessly escalate complex cases to the support team in Freshdesk
- Implement quality analytics with AI-driven resolution tracking
The Solution
Stage 1:
Multilingual AI Chat Across All Domains
AskSpot was deployed on all Militaria websites (Militaria.pl, MILITARY.PL, MILITARY.EU) with language customization for each domain, covering six languages: Polish, Ukrainian, English, German, French, and Romanian.
The AI chat handles:
- Technical product inquiries with precise, contextual answers
- In-store availability and stock level information
- Natural language product search and attribute-based filtering
- Sales support with alternative recommendations and accessory suggestions (cross-sell / up-sell)
- After-sales service — order statuses, complaints, returns, invoices
- Automatic escalation to Freshdesk when human intervention is needed
Stage 2:
Knowledge Integration & Quality Analytics
AskSpot was connected to Militaria's knowledge sources including FAQ, product guides, knowledge bases, and the product feed. Chats were installed and configured on each domain and subdomain with per-language customization.
A dedicated quality analytics layer was implemented:
- A separate AI model evaluates whether each case was resolved or not
- Results feed directly into KPI dashboards for continuous monitoring
- Iterative improvement of chat accuracy based on real conversation data
Results
The implementation delivered strong, measurable results across customer service and sales metrics:
48% Click-Through Rate
Nearly half of shoppers clicked on a product recommendation during their AI chat conversation.
27% Add to Cart Rate
Over a quarter of chat interactions led to a product being added to the cart.
72% Resolution Rate
The AI chat effectively resolved approximately 72% of customer inquiries without human intervention.
73% Positive CSAT (4.02 / 5)
73% of customers rated their chat experience positively, with an average score of 4.02 out of 5.
Routine question volume decreased significantly, freeing consultants to handle complex cases faster. Better product searchability and alternative recommendations contributed to improved conversion and basket value. The "resolved" indicator comes from a separate analytical AI model, increasing the reliability of reporting.
Customer Recommendation
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
Why it worked
