The crowding of online brands on the one side, and the increasing consumer awareness and demands on the other, have created two different and complementary needs. In order to meet these needs, the former require a direct and creative approach to their target audience, while the latter require effective tools for easier orientation in the offer. Live chats, messaging and interactions on virtual social media venues typify conversational commerce, a digital dimension that includes supply and demand in new customized marketplaces.
Interaction with customers has always been one of the cornerstones of marketing, but the advent of e-commerce has further emphasized its importance and, with the health emergency, it has become crucial. Messaging apps and instant messengers on social networks have long proven to be the most immediate means of communication between people, companies and each other.
In conversational commerce, customers can directly approach brands without any kind of mediation. They can engage in this interaction to obtain personalized assistance, information and recommendations, read reviews, collect suggestions from other people and complete the purchase without ever leaving the messaging app or the Facebook, Instagram, TikTok page or that of the most widely used social media. The difference compared to traditional e-commerce is the same as that between a normal visit to a store and the opportunity of doing this accompanied, in every step, by a sales assistant.
For retail, the ability to manage orders and engage customers via voice interfaces is of strategic importance – as it characterizes the very concept of conversation oriented to personally relevant content – and will become a new competitive discriminator to the point of constituting the brand’s digital identity and logo. Moreover, the use, especially in the domestic segment, of voice devices and apps of main producers or retailers (Amazon, Google, Microsoft, Apple) is already well established in other advanced markets, and existing investments for the development of chatbots and voice user interface systems are its complementary aspect.
In social commerce, the direct digital relationship between supply and demand is easily managed by Iconic Conversational Commerce
which uses social media to engage customers and drive sales, further expanding the personalization and quality of the relationship and loyalty. For brands, it is the means of interacting in real time with customers through voice, messages, images and everything that is required to start and enrich a conversation.
For example, a restaurant can promote its services on Facebook by proposing a menu accompanied by photographs of the dishes offered. By clicking on ‘shop’, the visitor is able to arrange and book, after having received information on availability and delivery times, the menu of interest, and, if necessary, add any special requests. Thereafter, everything is handled like any online transaction: add to cart, additional services, payment.
Iconic Conversational Commerce owes its origin to China’s native digital characterization, where the dominant service and communication technology is WeChat, the customary working and development environment used by Retex, representing the most sophisticated platform solution in Europe. It is a sales tool that identifies the most appropriate stakeholders and resources to satisfy the customers’ demands and ensure their spending; it is an advanced means of collecting information relating to followers and for integrating data with the main business services platforms.
That is why Iconic conversational commerce favours the increase in conversion rates, supporting the search and purchase of what is desired, where e-commerce sites often fail. The direct relationship between brand and customer has a much greater effectiveness as it avoids and removes obstacles from the purchase path, such as long searches or landing pages. Brands have the possibility to design products that can be easily found, bought and supported conversationally. At the same time, they acquire the possibility to intervene along all stages of the relationship and purchase cycle, tailoring it according to the needs of the customer which, in turn, establishes the preferred modalities and times of communication.