Turning complex sleepwear decisions into confident, guided purchases with AI

Background

ergoPouch is a leading Australian brand known for its Thermal Overall Grade (TOG) rated, certified organic baby sleepwear. But even with strong product quality and brand trust, their online experience needed to provide more guidance for parents to feel confident in their decisions.

They weren’t just looking to improve automation—they wanted to reduce decision friction, ease the burden on support, and create an experience that genuinely supported overwhelmed parents making complex choices about their child’s wellbeing.

The challenge

Buying baby sleepwear isn’t a simple transaction. Parents must consider TOG ratings, room temperature, sizing by age and weight, layering, and fabric safety—all while managing sleep routines and busy lives.

Even with tools like filters, FAQs, heatmaps, and Google Analytics, ergoPouch could see what customers were doing—but not why they were hesitating. Their key challenges included:

• TOG confusion: Many shoppers struggled to interpret TOG ratings or how to layer based on temperature.

• Sizing hesitation: Uncertainty around what size to buy for a specific age, weight, or body shape.

• Trust gaps: Parents wanted more reassurance around fabric safety, eczema suitability, and certifications.

• Decision friction: Shoppers stalled at critical points, delaying or abandoning purchases.

• Support overload: Recurring product queries flooded the support team, many of which could be automated.

The solution

Partnering with preezie, ergoPouch introduced an AI shopping assistant to offer real-time, expert-style guidance. It answered product questions in natural language, clarified complex decisions, and nudged shoppers forward seamlessly.

       💬 “My baby is 80cm and 21 pounds,

               what size sleep sack?”
       💬 “What TOG for a 69°F room?”
       💬 “Is this fabric safe for eczema?”

The assistant worked like an always-on product expert, available 24/7, helping parents make faster, more confident decisions.

Key use cases & wins

1. Smarter sizing support
With over 111 sizing-related queries, the assistant offered personalised recommendations using product specs and age/weight charts, cutting hesitation and return risk.

2. Demystifying TOG decisions
179 queries around TOG showed just how critical this detail is. The assistant translated TOG concepts into actionable advice that parents could trust.

3. Reassurance on fabric and safety
72 queries focused on allergies, certifications, and eczema safety. The AI responded with brand-aligned answers that built trust and reflected ergoPouch’s core values.

4. Scalable product discovery
In 61% of sessions, the assistant delivered tailored product recommendations, turning questions into actions and guiding shoppers toward conversion.

5. Seamless decision flow
Most sessions followed a clear, intuitive loop:
Question → Tailored advice → Product link → Follow-up → Add to cart

 

 

Results and impact

 

Metric	Result
🧠 Total AI-assisted sessions	598
💬 Avg. messages per session	5.25
🛍️ Sessions with product recommendations	362 (61%)
🌡️ TOG-related questions answered	179
📏 Size-specific questions resolved	111
🌿  Trust-and-safety queries handled	72

 

Since implementing preezie’s AI assistant, ergoPouch has seen powerful results over the past three months. The assistant empowers parents with personalised support at key decision-making moments—leading to more confident purchases, reduced uncertainty, and a significant shift from slow support tickets to instant, expert guidance.

 

Matt Jenkins, E-commerce & Trade Leader, says: "At ergoPouch, our focus is empowering parents to feel confident in making safe-sleep decisions for their child and helping them navigate their way through each phase of their sleep journey. preezie’s AI assistant helps our users quickly find answers to their specific questions while pointing them towards the products that are best suited to their little one’s needs.” 

 

 

Final thoughts

 

For ergoPouch, this wasn’t just about automation. It was about delivering empathetic, on-brand guidance at scale, and turning decision friction into purchase confidence.

AI became an extension of the ergoPouch customer experience: helpful, knowledgeable, and human-like. This resulted in faster decisions, reduced hesitation, and stronger conversion paths—all powered by insights traditional analytics couldn’t uncover.

If you're still relying on heatmaps, filters, and FAQs, you're only seeing what customers do, not what’s holding them back. preezie AI uncovers the 'why' behind shopper behaviour, so you can turn uncertainty into action before your competitors even notice.