Conversational Commerce: Why consumers are embracing voice assistants in their lives

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Conversational commerce is an unparalleled opportunity for brands to build highly valuable and valued personal relationships with consumers and use this new-found intimacy to drive brand preference and affiliation.

The past year has been a decisive year for voice-driven Conversational Commerce – consumer purchase of products and services via voice assistants such as Google Assistant, Amazon’s Alexa and Apple’s Siri. While earlier restricted to chatbots accessed via messaging apps for shopping, the definition of Conversational Commerce has significantly expanded with the arrival of voice-based personal assistants, presenting brands with an opportunity to build greater intimacy with their customers.

For this research, we surveyed over 5,000 consumers in the US, the UK, France and Germany. The quantitative research was complemented with focus group discussions with consumers from each country, conducted virtually. The survey – as well as the focus group discussions – had a healthy mix of demographics and user/non-user persona.

Our research findings show that voice assistants are on the cusp of transforming commerce. In this research, we:
1. Outline why voice assistants are about to revolutionize commerce, based on the functions, usage frequency and context in which consumers like to use voice assistants
2. Analyze why consumers love voice assistants, depending on their needs and preferences
3. Ascertain the concrete benefits of voice-driven Conversational Commerce for retailers, consumer products and services organizations
4. Recommend an action plan for organizations to devise a sound voice-driven Conversational Commerce strategy.

Download the paper.


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