Conversational commerce is a concept introduced in 2015 by Chris Messin, an employee at Uber. This is a special kind of interaction between instant messengers and business. The essence of Conversational Commerce is to provide an opportunity to conduct a dialogue between such well-known instant messengers as WhatsApp, WeChat and others and buyers of different companies.
Today, there is already an option for voice communication through Amazon’s Echo service. In this case, customers can contact the support staff of a particular brand by sending voice commands to the messenger.
Changes in the sphere of conversational commerce
With one click in the system, the buyer can:
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get an answer or recommendation on a question of interest;
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read reviews.
This greatly automates the communication process and allows the company to directly receive feedback by analyzing customers’ statements and improving one or another area of its activity. Equally important points for brands are:
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the ability to send notifications about the receipt of an order and confirmation;
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resolution of issues related to delivery times and addresses;
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provision of additional data on changes in service conditions,
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issuance of recommendations and notification of ongoing promotions and bonus programs.
Moreover, all this and much of what is not listed is provided to users in real time.
It is not necessary to explain once again “what is conversational commerce ? “it is easier to simply say that more and more customers begin to enjoy the fruits of this interaction every hour.
Basic principles of the work of conversational commerce platforms
How can businesses use conversational commerce? Most products and services are much easier to sell just by talking to a customer. This method works especially well when delivering food, booking plane tickets or sports matches. You can communicate with the consumer at a pace convenient for both and suggest which of the service packages in its format are the most profitable.
Basic principles of successful trading:
Give recommendations to your clients. This process takes place according to the following scheme: the client is asked several leading questions, on the basis of which extended recommendations are given. Detailed recommendations not only increase the profitability of sales but also show the consumer the products of the category, color, size and format that he needs, which greatly simplifies the choice.
Share special programs and offers.
Do not bombard an uninterested client with a mass of information so as not to make him simply unsubscribe from you. It is better to increase his interest by mailing with relevant and profitable offers. For example, if a user has chosen a smartphone but has not completed the purchase, why not offer him a discount on this model in a couple of days?
Simplify the buying process as much as possible.
The most difficult thing in communication between the buyer and the seller is precisely the moment of transition from talking to buying. Make this process as easy as possible. To do this, place orders directly in the chat, and then it will be enough for the client to simply enter it to make a purchase without clicking links unnecessarily.
Show the best side of your product using the simplest language of communication.
Not necessarily; when buying an expensive, branded item, the consumer should be aware of the intricacies of the fabric production process. It is enough just to list the advantages of the brand itself, cut, and fabrics.
