Back to school, Mother's Day, Christmas. The pre-harvest season is here, and with it the adrenaline of every year. On the one hand, the opportunity to boost sales, to reactivate customers who have not bought for months, to recover part of what Covid took away, and on the other hand, the concern to meet that demand, to scale and continue to provide good service to customers.
The pandemic drove exponential growth in e-Commerce, 230% in Latam to be exact, affecting the purchasing processes. This opens up great possibilities in an industry with consumers increasingly familiar with digital channels.
It was the first big step towards the future of retail, where we are seduced by the possibilities of the world Phygital, such as the Augmented Reality application to test how a lipstick or an armchair would look in my living room, or the use of AI for image recognition for product recommendations, the use of QR codes in stores to show more information about a product and incorporate a social experience. The next post-pandemic step for traditional retailers that want to differentiate themselves and surprise their customers will be the integration of brick-and-mortar with e-Commerce, the fusion of the physical world with the digital from the perspective of the shopping experience.
Consumers are already hybrids, they don't think of a store in a fragmented way, it's the total experience of the brand, and as companies we must integrate this perspective as well: true Omnichannel. I discover online, I investigate in e-Commerce, I clear my queries with the store, I go to the store to see the product in person. Or I discover in the store, I try it, I end up buying it online so that it is delivered directly to my home. It's clear that The customer journey is no longer linear, you have to be on the channels they choose to convert at the time and place they choose.
How to respond to this transformation?
C-Commerce, a new ally
c-Commerce or conversational commerce is the best ally to reduce buyer uncertainty:
- In the pre-sale: answer questions, tell you the estimated delivery time, help you with payment methods, discounts and promotions, if you prefer to go see the product in the store, provide you with stock availability by branch.
- In the conversion: It is possible to increase the conversion rate up to x3* by having a closer in the Customer Service team (be it a human agent or chatbot), who specializes in resolving all the necessary queries to naturally lead the user to conversion. Integrated into the systems, they assist buyers in their search by recommending products according to filters such as product type, size, color, style, as if you were talking to an in-store advisor who makes recommendations based on your needs.
- In the after-sales: It is key to provide the customer with the information they need when they need it. From the moment we go through the payment gateway, the company has an obligation to the customer: to deliver the product they paid for.
Until the customer receives the product, he is not sure that it actually meets his expectations, which creates uncertainty. If we add to this not having accurate information about your status, uncertainty turns into insecurity and insecurity turns into anxiety. And that is what the ATC team ends up facing.
If we manage to automate this information so that the user can self-manage, we will succeed in reducing this anxiety and the volume of queries that reach the ATC team.
In fact, Conversational Commerce app reduces 70% Queries to the ATC team. 90% e-Commerce users prefer to contact the company by chat rather than by other means such as telephone or email. If we automate queries, we can scale up the service up to x10 and ensure that when queries require human attention, we can attend to them in an organized way, with trays by query reason, with the necessary information about the client and their status. This makes the agent's job easier, reducing stress, especially during harvest times.
It is also a great tool for proactive communications:
- For generation of leads: through campaigns outbound that start conversations with your customer base. The possibilities are endless, such as sending alerts when products are in stock on the customer's wishlist, cross-selling, or sending a product catalog.
- For reactivation of abandoned carts: outbound to clear up any doubts about the product that may have caused the purchase to not be made. This action is very well received by buyers and generally helps to convert.
He c-Commerce It is here to stay, and to implement it, it is essential to have the necessary information and a strategy that guarantees its optimal functioning.
Success is a team effort
As an e-Commerce manager, you know that the success of your sales peak depends on teamwork. well executed. Having to deal with the coordination of the different areas involved. From the IT department, who will ensure that all technological support works perfectly at the time of maximum demand, to the Marketing team that will look for the best strategies to bring qualified leads, the Customer Service team that will respond to any problems the customer may have, and even the external providers you choose for the necessary services.
At Wittybots we are available to share knowledge based on our acquired experience. We provide technological support for the CX of more than 200 companies worldwide. Our team will help you in the development of your project, establishing a long-term relationship based on trust and customer satisfaction, to achieve the success of your digital transformation strategy.
I'm Verónica Mello, Business Development Manager at Wittybots. Passionate about helping companies discover how to make a difference by creating the CX their customers want.
* According to Hubspot it is possible triple your sales automating your marketing processes.
