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What is conversational commerce?
Conversational commerce is a blend of e-commerce and technology which enhances the shopper’s experience via technological assistants like chatbots, voice search, and more. This aspect also makes this commerce a type of multi-channel marketing.
This method allows the brand to reach the consumers and connect with them in an innovative way while providing a personalised experience. Its 24/7 availability has made this concept a brand’s favourite. Especially with the climbing popularity of AI, this approach has established itself as a sophisticated way of conversation between a consumer and a chatbot.
With brands and consumers opening up to the idea of virtual assistants, the estimated sales have hiked up. The fact that consumers are more likely to shop after a customised recommendation has created a new zone to attract loyal consumers. Even many digital marketing agencies are using and suggesting their clients to integrate this method into their strategies, it they already have a perfect e-commerce website that effectively engage with your audience.
Humanising the brand
Alongside all the innovations and trends, brands must ensure that they don’t lose their human side. Conversational commerce also has a window for that. The artificial intelligence that’s been used in this process has the ability to empathise and attract like a human.
Companies have to build up an emotional sensor AI that can detect human vulnerability and emotions to guide them through their shopping journey and make it more holistic. This statiates the demand of those who want the same services like that of a human. According to a forecast, more than 70% of customer service companies will adopt AI by 2025.
That’s why brands and agencies should start thinking about a hybrid model where humans and AI work together, and people can also ask for human assistance anytime they want. This will be able to balance out the consumers who are not that tech-savvy as compared to the ones who are.
Put more effort into voice commerce
Being a conversation based commerce, prioritising voice search becomes crucial. The prevalence of this concept is already there.
However, companies should look forward to investing in an interface that allows voice search and align it with popular virtual assistants like Alexa and Siri. Content writing is going to play a big role for e-commerce platforms in making the descriptions in a way that can easily be caught by voice search.
Plus, the more people get convinced about AI, the less they want to go on screen every time. Instead they will let their virtual assistant do the task.
Leaning towards collaborations and partnerships
With brands integrating new formats, opportunities are pouring in, and if they play wisely, then they may even exceed their ROI. One of the best things about the newness of any particular thing is the scope for collaborations and partnerships.
Digital agencies are encouraging brands to tap into the sponsored opportunities and make the most of them. The available automated conversation options can push the products for higher visibility, and people are more likely to purchase from those recommendations.
Retailers can even create a whole different stream of income alongside growing their traffic.
A sprinkle of brand voice in the chatbots and conversations
With time, this kind of commerce will also merge with the others and become mainstream, but there’s still time. When everyone’s doing the same thing, brands have to take a unique approach to stand in the crowd.
Integrating brand voice with the chatbot and training it is a good start. Whether it’s sophisticated, quirky, savage or friendly, it’s your brand voice, so you have to own it. This will not only let the firm create a memorable brand persona but also allow for immense engagement from the consumers. This method makes the whole experience more fun and entertaining for the shoppers while making them feel seen and wanted.
Retailers can create a script for the bot and their human assistants and keep revising that script according to the data they get. This will later on help in the creation of a loyal fan base who will be interested in your brand and its products.
Explore various chatting platforms for more interactions
Engaging interactions are immensely crucial for conversational commerce to produce maximum results. Utilising the social media platforms that are already famous among the masses is the way to go.
These chatting applications already have their users, so it’s comparatively easier to advertise and drive interactions from your target audience. Working with these apps can increase the brand awareness. Moreover, it also lets the consumers to browse and shop without leaving the platform.
Say yes to AI personalisation
In a world full of unlimited options, the ones with personalisations and customisations are the real winners. Not only these brands are able to lure their target audiences but also satisfy them and form a genuine connection with them, which keeps the shoppers coming for more.
The bots converse with the consumers and get all the information. After that, chatbots and AI recommend and advise the user according to their previous purchases and behaviour.
Ending Note
With the end of this financial year, marketers are putting up extra efforts to reach their sales targets. Not only that, the brands and digital innovation agencies have to keep hustling to stay ahead of the crowd to deliver the maximum ROI. Conversational commerce is just one way to do this, and the year has just started. There’s gonna be a lot more in the future. That’s why you need to give it your all and be updated. We hope that you will be able to take advantage of these trends and top your sales charts.