Provide the Convenience Consumers Crave With Conversational Commerce

Customers’ expectations for convenient experiences have never been higher. In fact, 76 percent of consumers say convenience is their top priority when selecting a retailer.

Wait times are getting shorter and shorter, and consumers now expect ease and convenience in every brand interaction. When one in three customers say they would walk away from their favorite brand after just one bad experience, providing a frictionless and convenient experience is essential to customer retention and loyalty.

To meet customers’ desire for quick and helpful customer service, brands need to invest in more opportunities to reach them where they are: on their mobile devices. In fact, 72 percent of consumers said having the opportunity to text in real time with a live representative would improve their overall customer service experience. That’s where conversational commerce comes into play.

Conversational commerce solutions — which connect consumers with in-store associates while they shop online — can unlock seamless customer experiences, improve customer retention, and grow your bottom line.

The Benefits of Conversational Commerce

Conversational commerce solutions operate on messaging platforms such as WhatsApp, and enable customers to inquire about their local store’s inventory, ask questions about sizing, and receive videos of products they’re interested in — all in real time.

With conversational commerce, local store associates bring the personalized touch of the in-store experience to online shoppers rather than forcing consumers to endure disconnected conversations with distant call-center employees or chatbots.

With conversational commerce solutions, your brand can:

• Meet customers where they are. From shopping on their tablets to following brands on Instagram, customers are already comfortable connecting with their favorite brands on their mobile devices. Conversational commerce enables you to take that connection even further by meeting customers where they are so they can browse online, instantly receive assistance from in-store associates, and purchase all on a single platform — allowing you to provide your customers the ease and convenience they’re craving.
• Create more personalized customer relationships. With conversational commerce, you can engage customers in one-on-one conversations and tailor the experience to their needs. Personalized relationships are not only great for customer loyalty but also brand recognition and reputation. In fact, 70 percent of consumers say they would likely tell a friend or family member if they receive personalized messages from a brand.
• Maximize in-store associates’ productivity. Conversational commerce lets you make the most of the downtime in-store associates have in their workdays. You don’t have to add more employees; you just have to use your existing workforce in a more innovative and productive way.

Boost Your Omnichannel Marketing Strategy

Nearly 80 percent of consumers say that speed, convenience, knowledgeable help and friendly service are the most important factors to a positive customer experience. Conversational commerce can give customers the ease and convenience they want from their favorite brands across all of their touchpoints.

By implementing messaging solutions and engaging customers in personalized conversations with knowledgeable in-store associates, you can boost your omnichannel marketing strategy and give customers a more unified and positive experience.

Jared Blank is the chief marketing officer at VTEX, a digital commerce platform that enables enterprises to rapidly explore new ways to sell and fulfill products and services with an array of customization.