How Brands Are Helping Customers Discover New Products Along The Purchase Path

How Brands Are Helping Customers Discover New Products Along The Purchase Path
Loyalty & Membership

PSFK researchers look at how consumers are turning to chat apps and voice-enabled devices to provide them with relevant product recommendations

PSFK
  • 5 january 2018

Consumers are turning to chat applications and voice-enabled devices to provide them with relevant product recommendations and research, satisfying their immediate and in-the-moment questions outside of traditional avenues of brand engagement. Brands are learning from this and building their own proprietary applications to respond. 

As consumers familiarize themselves with these new technologies, they are beginning to see benefits in terms of convenience and tailored retail interactions.

The PSFK researchers took a closer look at voice and chat applications, as well as services and products, that are optimizing consumers’ shopping experiences as they move along the purchase path—from research to checkout and post-purchase support. Here are few examples of brands we think are getting it right:

Levi’s​ ​-​ ​Recommendations
The clothing manufacturer Levi’s provides its online customers with jean recommendations using a natural language processing chatbot. The Virtual Stylist feature, which is available on the brand’s website and via Facebook Messenger, asks questions about shoppers’ preferred fits and body types in order to cull suitable recommendations.

eBay​ ​-​ ​Recommendations
The conversationalist AI bot interface developed by e-commerce marketplace eBay recommends similar products to shoppers based on their previous purchases. The ShopBot chatbot, which is accessible via Facebook Messenger, also keeps track of customers preferred brands and clothing sizes to simplify checkout.

Bing​ ​-​ ​Interactive​ ​Search​ ​and​ ​FAQs
Microsoft introduced a pilot program for its internet search engine Bing that will connect customers with active brand bots or engage with consumers through specified scenarios. Customers can ask questions and receive answers without leaving the search page.

Voice​​Labs​ ​-​ ​Targeted​ ​Engagement
Audio software from VoiceLabs allows brands to deliver contextually relevant ads to a user’s connected home devices. Users can also make purchases, ask for more information or send feedback to brands.

Because consumers are increasingly relying on chat and voice-enabled devices to shop and get information, it is essential for brands to understand how to insert their own narratives along that new purchase path. Those that do can unlock a new type of engagement and loyalty from connected shoppers. For more insights, check out our recent research paper, Integrating Chat & Voice Along The Purchase Path.

Consumers are turning to chat applications and voice-enabled devices to provide them with relevant product recommendations and research, satisfying their immediate and in-the-moment questions outside of traditional avenues of brand engagement. Brands are learning from this and building their own proprietary applications to respond. 

+AI
+artificial intelligence
+chat a researcher
+chatbots
+customer experience
+Customer Retention
+customer support
+Ebay
+Facebook
+Fashion
+Frictionless Transaction
+home
+IoT
+levi’s
+Market Research
+Microsoft
+Personalized Loyalty
+retail
+technology
+Virtual Commerce

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