How Wickes generated £8.3M in sales pipeline thanks to Ami AI

£8.3 million

sales pipeline generated in just three months.

350%

more sales appointments created by Ami – 2,454 vs. 690 from customer-initiated bookings.

1,300x

return on investment delivered.

The challenge

The sales challenge at Wickes

Like many retailers, Wickes needed to drive revenue growth while controlling costs and maintaining a smooth digital experience for customers. Unlike in-store environments where staff can proactively approach shoppers, many online visitors browse without engaging, leaving sales opportunities untapped.

Wickes wanted a solution that could proactively engage website visitors, convert interest into qualified leads, and do so at scale without relying on an expensive team of live agents. At the same time, any solution had to feel timely and personal to maintain brand standards for customer experience.

Our approach

Ami AI’s approach to smarter sales

Ami AI deployed Ami, its conversational AI, across Wickes’ website with a focus on driving sales and bookings. With Ami in place, Wickes could:

With this enhancement, Ami could:

Engage visitors in real time based on browsing behaviour and intent.
Personalise conversations with tone, messaging, and services tailored by the Wickes team.
Trigger outreach at key moments, such as when a visitor spent time on a product page.
Capture actionable insights like budget ranges, interest in optional services, and peak engagement times.

These capabilities allowed Ami to guide customers toward booking appointments or exploring relevant products, while also generating rich customer data to inform wider commercial decisions.

In the first week Ami created over 300 leads without cannibalising our existing sales — that’s a lot of kitchens and bathrooms.

Chris Sweeney 

Head of Customer Insight, Wickes UK

The results

The results – More qualified leads, stronger pipeline

In just three months, Ami delivered transformational results for Wickes:

2,454 sales appointments generated, that’s 350% more than the 690 from customer-initiated bookings.
Leads twice as likely to qualify, converting at 54% vs. 27% for non-Ami leads.
£8.3M in sales pipeline created, compared to £1.1M without Ami’s proactive approach.
Up to 1,300x ROI, even after factoring in Ami’s operating costs.

Beyond revenue, Ami gave Wickes rich behavioural insights that helped the business optimise site design, better understand customer budgets, and refine service offerings.

How could Ami AI help your organisation?

Ami turns your website into a high-performing sales and support engine. From boosting e-commerce conversions to handling FAQs and post-sale queries, Ami’s AI agents reduce costs and drive measurable results. Book your free demo with our Founder Lawrence to see how Ami could transform your website.

About Wickes

Wickes is a leading UK home improvement retailer, offering a wide range of DIY, trade, and home improvement products. With both in-store and online channels, Wickes provides everything from paint and tools to kitchen and bathroom installations, serving millions of customers nationwide.