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Conversational Commerce – Towards a New Standard in E-Commerce?

What is Conversational Commerce? It is a form of e-Commerce that involves group interaction through multimedia, video and other technologies. It is a very efficient way to make the sale of products and services across borders and through time zones. It has increased sales of businesses to a great extent. In simple words it is an online platform where groups of people interact with each other in a real time without any geographical boundaries and it works on the basis of collaborative communication. Conversational commerce is done through different means of verbal communication and employing technologies like: voice recognition, video analytics, text-to-speech recognition, artificial intelligence and speech recognition.

Let us look at how conversational commerce helps online retailers. One of the biggest challenges for most online retailers is customer satisfaction. This is because most customers get disappointed if they do not get what they have ordered when they pay for it. This is where conversational commerce comes into play. Through this, online retailers are able to convert prospective customers to actual ones.

The most common way through which conversational commerce helps sell products and services is through social media. Most customers like to buy products through social media platforms, but they are not sure about the brands that offer them these goods. This is where online retailers need to drive sales through their brands. This is the reason why most brands now have an official page on social media sites. These pages serve as online stores, where customers go to find information about the brands and also place orders.

Online retailers also use the same strategy in order to drive sales through their brands. They invite store associates to their store and host a “store tour.” Online stores use this tactic as it helps them to interact directly with consumers and build a strong relationship with them. Customers love being part of a live event with the brand and the product. Hence, the more consumers interact with them through a store tour, the better it is for their brands.

However, not all ecommerce solutions are incorporating the concept of conversational commerce. In fact, there are some who consider it as an unnecessary expense. Others believe that messaging is already included with the ecommerce platform itself. On the other hand, there are retailers who see Messaging as an opportunity to improve customer retention and brand loyalty.

It is evident from the above that there is a difference between conversational commerce and ecommerce. Consumers who shop online do not necessarily view a ecommerce website as a place of shopping. On the contrary, it is seen by them as a place where they can chat with others and share their views on the products. Hence, the role of ecommerce solutions which incorporate the idea of conversational commerce cannot be overemphasized.

Apart from ensuring a better shopping experience for consumers, conversational commerce also ensures improved brand loyalty among customers. This is because through it, online retailers are able to address their customers’ concerns face to face. Moreover, through it, customers get a chance to make their voice heard as well. So, as an online retailer, it is imperative to leverage this powerful online marketing tool to retain loyal customers and drive up sales at any point of time.

By addressing their concerns and listening to their needs, customers are provided with a better shopping experience and ultimately, make a purchase decision that is motivated by their need. However, even after getting a purchase, a customer still has the option of interacting with the company. He or she can provide feedback to provide information on the service or product. As a result, both the company and the customer benefit from the Conversational Commerce experience. Online retailers must therefore understand that by making their web stores conversational, they can easily win over the competition. In the end, it is the satisfaction of the customers that matters the most.

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