Why conversational commerce is the future of eCommerce
Today’s consumers want more than just a product or service. They want an experience. And they only want to buy from brands that they trust and that show they actually care about having their business.
They’re also much less likely to relate to old school static “one size fits all” marketing strategies that try to cater for everyone.
And that’s where conversational commerce is ready to change the landscape of how brands run their eCommerce sites.
So let’s look at this latest marketing strategy, why it will expand your customer list, and how you can start implementing it in your business.
What is conversational commerce?
Conversational commerce is all about your customers’ ability to connect and interact with your brand.
Year after year, people are viewing less television, so your ads aren’t being seen as much, and forget about putting up billboards around town; most people walk around with their heads buried deep in their phones.
This means you need to go the extra mile to meet your potential customers in the digital spaces they hang out online – aka the social apps they use on their phones. That’s where conversational commerce is born.
How can you make conversational commerce work for your eCommerce business?
So now we have a better idea of what conversational commerce is, why should you be implementing it and how can you do so?
1. Take your brand to the people with mobile phone messages
Yes, you heard that right. Sending texts to your customers makes them feel special and in the loop because that text is for their eyes only (even if you did send it to everyone else on your list!). And you’re much more likely to grab their attention this way.
Think about it. We’ve already established that most people live with their heads in their phones. And that time is usually split across two things: social media and messaging apps (like iMessage and WhatsApp). So by sending messages directly to your customers’ phones, you will get them thinking about your latest products and services (or whatever else you’re telling them about).
And you can trust that the majority of people will engage with your message because almost no one likes leaving their phone with that big “message unread” icon!
2. Personalise the eCommerce experience
Each time your customers interact with your brand, you learn a little more about their preferences. You may spot patterns in the products or services they browse or buy. This is golden information you can use to strike up a conversation with your customers by sending them personalised deals and updates.
It’s a tactic that many shops already use in the UK, including grocery shops such as Sainsbury’s and Tesco. Based on your shopping preferences, they’ll give you coupons or money off for your favourite or repeat purchases. And they know you’ll want them because they know what you tend to buy.
You can do the same for your own customers. Based on the product pages they hang out on or the products they buy, you can either use a live chat feature to prompt them to buy or, in the future, send them texts and emails with deals specific to them.
3. Respect your customers’ privacy and earn their loyalty
The online privacy laws are getting stricter, and you cannot track your customers’ online activity as much as you used to. But rather than being annoying, it’s actually a blessing in disguise.
When customers feel you are “snooping” on their activity, they become mistrustful. But you’ll find that if you simply ask for specific details and explain what you need them for, your customers will usually be more than happy to provide that information.
For example, if you run a clothes eCommerce site, you can give new customers a pre-shopping survey where you can ask about their style preferences. Based on these answers, you can tailor what they see to reflect their preferences at the top of each page.
This way, clients trust you with their information, they get a personalised experience, and you get the same (or more) information as you would from tracking cookies. It’s like having an online shopping assistant ready to guide you to the aisle you need!
4. Use AI to get the conversation rolling
AI chatbots can be incredibly sophisticated and help your customers find the information they need. By using your chat box sparingly, you can program it to pop up on certain pages to prompt customers to ask questions about products or their experiences.
From here, you can also use eCommerce live chat to connect your customers to real-life support staff that can answer any more in-depth queries.
5. Social media can shine a spotlight on your brand
When looking for new customers, you need to find them. And the best place to do that is on social media. By creating compelling content that resonates with your brand, you’ll get people talking about your company, spreading the word, and moving to your website to explore further.
It’s not just about showing your products off, either. Social media is the perfect place to show your customers that you bring them extra value when they shop at your eCommerce site by sharing live product demonstrations.
If you can get people to interact with your content and start a conversation, you’ve already done most of the selling legwork!
Bring the in-store experience to your eCommerce site
Just because your eCommerce customers are at home, it doesn’t mean they don’t appreciate the personal touch of interaction.
At Storey, we provide virtual retail solutions that help you improve your conversion rates and give your customers a first-class experience as they explore your eCommerce brand online.
Get in touch to find out how we can elevate your eCommerce game today!