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Implement Conversational Commerce it's much more than developing an e-commerce chatbot capable of solving queries on its own. It's thinking a conversational strategy that covers the multiple courses that the interaction and the buying journey can take. This strategy is constantly evolving, based on real interactions between customers and your company.
What are the challenges of conversational commerce? What do we need to truly give customers a differentiated experience? Mauricio Lázaro, AI Applications Manager at InConcert, explains the “behind the scenes” of an e-commerce bot, and how you can take advantage of it to maximize your sales.
The 4 keys to developing an e-commerce chatbot that will help you sell more
1) Scale the shopping experience: from e-commerce to chat
The first challenge is transfer the user's shopping experience to the chat. Buying products online requires that the results of product searches are very good, in line with the user's expectations. But adapting those search results to the chat has its challenges.
Let's look at a concrete example. When you search for a product in an e-commerce, the results are displayed as a mosaic or list, with about 15 items on average. But in a chat, the bot can't return 15 links to products, as that would hinder the user experience. The search for products becomes absolutely crucial, to be able to return only the results that the user was looking for. At InConcert we use machine learning models and intelligent searches so that the result is as accurate as possible.
2) Reorder the store to generate more sales opportunities
A good Conversational Commerce strategy involves not only the Bot training and its ability to analyze user data, but rather painstaking work on the e-commerce site itself. E-commerce information and its product catalog must have an exhaustive classification; and this is something that not all sites have done.
Therefore, in addition to developing an intelligent search engine, at inConcert we created a automatic process to extract data from e-commerce, classify it correctly and provide an excellent search experience on any type of site, regardless of how the site has its catalog organized.
In this way, the e-commerce chatbot not only provides the most accurate results for what the customer is looking for, but it can also generate opportunities for cross-selling and upselling offering related products.
3) Integrate the chatbot with information systems and take after-sales to a new level
The e-commerce bot can integrate with other information systems to provide an optimal customer experience. From the company's CRM to billing and cadet systems, this type of integration elevates the experience not only during the sale, but also in the post-sales phase.
For example, a user purchases on an e-commerce site and is notified by WhatsApp informing that the product will arrive tomorrow. If this does not arrive, in that same interaction the user asks what happened to the order. The system uses artificial intelligence to know who the customer is, what order he ordered and to check where that order is, all in a matter of seconds. This way, the user obtains an immediate and personalized response, which is key in incident management so as not to add frustration to an already annoying situation.
4) Generate the right content for key dates
With the right offers, business dates such as Black Friday, Christmas or Mother's Day help boost sales of any e-commerce. The chatbot helps to meet peaks in demand immediately and without waiting.
For these strategies to work, it's essential Prepare the content in advance for key dates, for example by entering related keywords or training the chatbot to execute related upselling and cross-selling tactics.
