A handful of large players dominate the e-commerce market.
Based on gross merchandise volume only 13 companies represented three-fifths the global ecommerce market in 2020. This leaves millions of smaller etailers with the opportunity to take over the remaining 39%.
The “little guys” should not pack up and head home. No.
Although you may not be able compete with the largest names in price and reach, these are not necessarily the most important to consumers.
Customer experience is becoming more important.
PwC found that shoppers will spend up to 16% more on products and services if they have a positive customer experience. They’ll also be more loyal to brands that deliver that experience.
PwC data also shows that customers place the most value on three aspects of customer experience.
Convenience;Efficiency; andFriendly, knowledgeable service.
These are all items that can be delivered or enhanced by following these conversational trade examples.
7 Best Conversational Commerce Examples
What is Conversational Commerce?
1. Crew clothing
2. REN Clean Skincare
3. Maggi
4. American Leather
5. Alpha Lion
6. Maev
7. Muddy Bites
What is Conversational Commerce?
Conversational commerce involves using messaging platforms and apps to communicate with customers and promote products or services.
It is all about convenience.
Chat live. Live chat allows brands to reach customers and assist them while they shop on the retailer’s site. Live chat apps allow customer service agents to assist multiple customers at once, providing highly personalized support and advice. Messenger and WhatsApp are instant messaging apps that work in the same way as live chat but don’t need to be hosted on your site. By allowing users to share rich content formats like videos and gifs, they make for more natural, engaging conversations.Chatbots. This software is used to answer customers’ questions through text-based messages. It is usually available via on-site chat portals. Voice assistants that can handle multiple customers at once, 24 hours a day. Google Assistant and Alexa can be used to give consumers immediate answers or direct them towards your website.
No matter what platform you choose, customers will reap the benefits. It is clear that customers will benefit from any platform. Wouldn’t it be better to wait for a WhatsApp reply in 10 minutes than listen to hold music for 10 minutes?
It’s no surprise then that LivePerson research shows consumers are interested in messaging brands.
71% of consumers would rather buy from brands that allow them to communicate with their representatives than by phone, and 75% would prefer to spend more on brands that provide messaging support over telephone-based support.
Conversational commerce is a great option for brands. How can you make it work?
Let’s look at seven examples that e-commerce brands have used conversational commerce to engage customers and increase sales.
1. Crew clothing
Crew Clothing, a UK-based casual clothing brand, wanted to make it known as a great choice for gifting during the Christmas season.
It aimed to specifically target customers under 34 years old. It seemed like a natural fit, given that Facebook Messenger usage is higher among 25-34-year-olds than in any other age group.
So Crew Clothing ran an advertisement on Facebook that directed users to an automated Messenger conversation.
Customers would be asked a series questions to help them narrow down their gift options when they had a conversation. The brand would then present the ideal gift to their friend or loved one. Click through to buy it.
It is a smooth, intuitive, and convenient user experience that creates a great customer experience.
The campaign delivered clear results. The campaign delivered a 5X return for ad spend, with almost half of Messenger conversations triggered via the ads resulting in purchases.
2. REN Clean Skincare
Cart abandonment is the worst nightmare for e-commerce brands.
After you have closed the deal, the customer has begun the checkout process. Then, they disappear suddenly, possibly forever.
It’s a very common problem. According to the Baymard Institute, the average online cart abandonment rate is 69.82%.
There is a good chance that you have already sent abandoned cart emails. If so, you should. They consistently receive open rates of over 40 percent. Cart abandonment can also be a great opportunity for conversational commerce to re-engage your customer.
REN Clean Skincare used text messaging in this abandoned cart campaign to reach customers who had dropped their shopping carts before buying:
Source: Fantastic Texts
It used an emoji to express its playful and easy-going approach to text messaging. The campaign was also personalized with a link to the most recent viewed product.
It’s intelligent, automated, and extremely effective in convincing cart abandoners to convert.
3. Maggi
Maggi is one Germany’s most popular culinary brands. The company’s products are purchased by 71% of German consumers. Its online cooking school, Maggi Kochstudio, is used by over 1.5 million people every day.
It doesn’t have to stop moving. The brand launched a conversational commerce campaign on Facebook and WhatsApp in an effort to stay relevant.
The campaign effectively brought the Kochstudio experience to WhatsApp
Maggi could be reached at any hour of the day or night to answer questions about cooking.
Kim was able to share step-by-step instructions and offer personalized advice. She could also link to relevant videos and create a list with all the ingredients. You can even learn nutrition and food handling from her WhatsApp chat.
This was not just technology for the sake; Maggi’s campaign produced real results. It sent over 200,000 messages within the first eight weeks, which shows the customer interest in the conversational-commerce strategy.
Consumer surveys also showed that the campaign delivered a 4.2-point increase in standard ad recall, and a three percent lift in campaign awareness.
4. American Leather
American Leather offers custom furniture made of leather.
It’s not surprising that its products are expensive. If customers plan to purchase online, they will need to have high levels of trust in the brand. This is where the chatbot on-site comes in.
AskAL is a search engine that can quickly locate information about order status, warranties and order documents. It can also point customers in the right direction of their closest store.
Alternativly, users can search for information on cleaning instructions, repairs and prices if they have another query.
It’s certainly not the most exciting or innovative use of conversational commerce. It is unlikely to win American Leather any “campaigns of the year” awards. It is a good example of basic conversational commerce principles.
It allows customers to find what they are looking for quickly and conveniently at any hour of the day.
This is the best way to get started in conversational commerce.
5. Alpha Lion
This should make it clear that conversational commerce goes beyond customer support.
Chatbots and instant messaging can be a great way to resolve customer complaints and address customer queries. They are also highly effective in driving sales.
This example shows how Alpha Lion supplements uses text messaging to sell customers who have recently purchased:
Source: Fantastic Texts
This strategy is my favorite for many reasons. Firstly, it’s timely. Alpha Lion reaches out to customers when they are in a buying mood. This means that there is a high chance of convincing them to purchase something else.
It also suggests that customers who don’t buy this product won’t get the best results.
It also offers a limited-time discount: Buy within the next 20 minutes to get $8 off This is a compelling offer.
6. Maev
Conversations are so easy to start, you don’t even need a reason.
Don’t wait to share your personal news with friends, family or coworkers. Talking to your friends and family whenever you like is a pleasant thing.
This is an important aspect of conversational commerce.
Done well, it shouldn’t be all about pushing sales or promoting your latest product–conversation should feel spontaneous and natural.
Maev, a Raw Dog Food brand clearly grasps this. Its goal in this instance is not to make a sale immediately, but to have a meaningful conversation with its customers.
Source: Fantastic Texts
Maev asks its customers questions to show that it is interested in canine-related topics and not just making a quick buck.
This approach also helps keep the company in mind for when the recipient needs to purchase their next dog food.
7. Muddy Bites
Consider your typical email marketing campaign for a product launch. To drum up excitement, you’d likely send one message per month before the launch.
You might drip-feed more information over the coming weeks. You might send an email to launch day and perhaps another in the days following, to increase sales.
It’s simple, effective, but not very engaging.
Email marketing is for most brands a one-way conversation. You can send an email and get nothing back. Obviously, conversational commerce is very different–“conversation” is literally in the name.
Let’s take a look at how an instant messaging or text campaign can work for launching a product. Here’s a teaser from snack brand Muddy Bites ahead of the launch a new product.
Source: Fantastic Texts
So far so good. It goes one step further and asks the recipient to guess the name of the new product.
It transforms a one-way conversation into a two way conversation. This makes it a more enjoyable experience.
Conclusion
Many brands can find the word “conversational” confusing.
This makes conversational commerce seem soft, heavy on engagement and light on sales. Another trend that excites marketers, but has no impact on the bottom line.
As shown in the following examples, conversational commerce can be used in many different ways.
Yes, it is a great way for you to engage your audience in a back-and forth dialog.
It’s more than just a tool to resolve customer questions, build brand awareness and reach out with timely sales opportunities.
This is the power of conversation.
Sleeknote’s 7 Brilliant Examples of Conversational Commerce You Must See appeared first on Sleeknote
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By: Emil Kristensen
Title: 7 Brilliant Conversational Commerce Examples You Need to See
Sourced From: sleeknote.com/blog/conversational-commerce-examples
Published Date: Tue, 08 Mar 2022 10:04:18 +0000
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