The term Conversational Commerce (cCom for short) describes how eCommerce brands sell products through conversation and create positive customer experiences, i.e. how to move from a conversation to a transaction.
How does cCom work? 🌐
When using cCom, a distinction is made between marketing purposes and sales purposes:
📨 Marketing: automation in the context of cCom supports and enhances conversations with people. When used in marketing, quick successes can be achieved, especially through automation processes.
💸 Sales: Since conversations cannot be automated, it is important to have real people behind the screens and not chatbots. Trust is created and loyalty is generated.
Various tools: 🤳
1) Newsletter via messenger apps: 💬
Messenger apps and emails complement each other. Companies should use email newsletters for regular communication. To share important news, the publication should proceed via a WhatsApp newsletter to reach customers faster.
2) Sales chat: 📲
Sales chats combine the ease of online shops with the personal advice of a conversation and there are many possible applications. For one thing, shopping carts can be edited and information on shipping can be updated. Loyalty and trust are gained through the new user experience.
3) Use in customer service: 🧑💻
WhatsApp reduces inhibitions about contacting brands, as many people are uncomfortable talking on the phone. However, once a contact has been established, it often remains for the long term.