In the eCommerce market, you always have to be on the lookout for “the next big thing” to help offer a competitive edge.
Bots and new technology can help businesses drive sales online by creating a more personalized, one-on-one experience for buyers. This is part of an increasingly popular strategy being referred to as conversational commerce.
Conversational commerce presents some great opportunities for merchants. However, these technologies must be deployed carefully. Otherwise, merchants risk destroying their existing relationships with customers.
What is Conversational Commerce?
The buzz around conversational commerce in the marketing sphere is hard to ignore. It’s a fascinating idea that is teeming with potential.
Simply put, conversational commerce pertains to any eCommerce transactions that happen via a dialogue-based platform. This includes live chat features, as well as AI-driven tools such as chatbots and voice assistants. The idea here is that, by opening a dialogue with customers, you can deliver a much more personalized, well-rounded experience based around individual preferences.
These dialogue-based technologies hold a special allure for marketers eager to engage with Millennial and Gen-Z shoppers. Echoing this sentiment, indications from app developers suggest that the realm of conversational commerce will continue to expand in the future.
That said, it’s essential to understand that launching bots won’t necessarily entice customers to finalize their purchases. The process requires careful optimization to truly thrive. But, by adopting certain best practices, merchants and their partner payment service providers can better tap into the potential of these burgeoning opportunities to connect with consumers.
Embracing Conversational Commerce
First up, let’s recognize that conversational commerce isn’t a standalone trend. It’s a flavorful mix of several market trends happening all at once. It’s spiced up by widespread messaging apps like WhatsApp, Facebook Messenger, and WeChat. These are sprinkled with advances in AI chat technology, and topped with a pinch of desire for more intra-platform functionality.
While these elements often overlap, each one is unique in its own right and calls for a tailored approach to get the most out of it. Tools like SMS, push messages, and AI chatbots, as well as good old-fashioned, human-led chats, all have a role to play. The aim here is to build customer relationships and steer shoppers through the buying process.
That said, relying solely on AI and automated notifications is a non-starter. It’s vital to recognize that conversational commerce isn’t a uniform concept. Thus, a one-size-fits-all approach is a surefire way to miss the mark.
Get to Know Your Customer
Conversational commerce opens doors to new markets and is a useful tool to engage consumers who might not respond to traditional advertising. However, to tap into this potential, it’s crucial to have insights into who your customers are.
People use different apps for communication, and if you’re targeting a specific demographic, you’ll need to know which platform they prefer. For instance, Messenger is popular in the US, but WeChat reigns supreme in China. Younger audiences may be more accessible on TikTok, while older millennials may spend more time on Instagram.
You need to avoid a static approach. Identify your target audience, choose the most suitable platform, and tailor your approach to their preferences.
Master Your Content
So, you’ve nailed down your consumer and the platform they love. The next step is figuring out the kind of content that’ll reel them in.
Different groups respond to different content. Gen-Zers are all about video content, while older professionals might prefer written articles published on LinkedIn. In the same way that you have to identify the right planform, you must also identify the right content to perform on that platform.
The strength of your push doesn’t matter if the content isn’t what your target audience wants. It’s all about knowing your customers, understanding their response to your content, and tailoring it to start conversations with them.
School Your Technologies
AI has an incredible potential to revolutionize commerce. But remember: deploying bots or other AI technologies requires some foresight. AI can mimic intelligence, but it doesn’t come up with it independently. It needs direction and constant refinement.
Make sure these applications represent your brand accurately and converse with shoppers effectively. Whatever you do, avoid unleashing these technologies on the public without the right preparation. Their responses and recommendations should represent your brand effectively. If this is not done, it could spiral into a PR nightmare.
Once you start using conversational commerce tools, keep an eye on them. Ensure they function as expected and that they reflect well on your brand. Promote their use, monitor customer feedback, and adjust accordingly to meet customer expectations.
Leverage Content for Micro-Moments
Mobile marketing is ruled by “micro-moments.” These are the immediate needs consumers feel to satisfy a specific urge. Whether that urge is for information or a product, being there when it hits is what counts.
In a successful micro-moment, a customer moves from “I want to know” to ”I want to do.” Finally, that impulse translates to “I want to buy.” Delivering top-notch content draws the customer in, and effective conversational technologies convert them.
As mobile becomes a more dominant sales channel and AI technology evolves, we can expect conversational commerce to become more prevalent. By effectively leveraging this technology now, sellers can prepare their businesses for greater long-term success.
