In Brief

As consumers familiarize themselves with AI assistants for mobile and home, shopping by voice enables hands-free convenience and personalized retail interactions

With the rapid development of AI assistants, it has been established that voice is the next big user interface. As consumers familiarize themselves with voice-activated devices like Amazon Echo and Google Home, they are beginning to see the benefits in terms of hands-free convenience and tailored interactions.

Last year, Google and Bing reported that one in four searches is done via voice rather than typing—and comScore predicts this figure will rise to include 50% of searches by 2020. As a result, retailers are enabling consumers to use their connected home platforms to place an order or add products to a basket. PSFK researchers explored a few examples:

Panera Bread
The fast casual restaurant Panera Bread allows customers to place voice orders from Google Assistant, the technology conglomerate’s voice-activated assistant. The Panera app for the Google Assistant will show users the menu, suggest past food based off of the person’s history, and walk the user through the list of available items.

Target
Target is expanding its delivery partnership with Google to allow customers to place shopping orders using Google Home. Users can set a voice command to easily order their preferred staple items.

Domino’s
The pizza chain’s virtual assistant, Dru Assist, accepts voice- and text-activated orders, in addition to being able to answer questions about the menu, ingredients, store locations and more.

Tesco × IFTTT × Google Home
The U.K. grocery chain Tesco partnered with the task managing service IFTTT to enable shoppers to create contextual triggers—from weather to price drops—for customers to automatically add items to their online shopping cart. Shoppers can also use the service with Google Home, where they are able to order more than one product using a keyword or “recipe.”

Food and grocery are natural adopters of voice integration, given their relationship to the home. It’s notable, too, that retailers that have not necessarily developed their own infrastructure are partnering with Google to compete with Amazon’s ecosystem. To read about more trends in this space, download the PSFK research paper Integrating Chat And Voice Along The Purchase Path.


Lead Image: Google

With the rapid development of AI assistants, it has been established that voice is the next big user interface. As consumers familiarize themselves with voice-activated devices like Amazon Echo and Google Home, they are beginning to see the benefits in terms of hands-free convenience and tailored interactions.

Last year, Google and Bing reported that one in four searches is done via voice rather than typing—and comScore predicts this figure will rise to include 50% of searches by 2020. As a result, retailers are enabling consumers to use their connected home platforms to place an order or add products to a basket. PSFK researchers explored a few examples: