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

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Conversational commerce is many things, a technological breakthrough, a completely new form of digital interaction and a platform for yet unimagined new services. Before all of these things it is an unparalleled opportunity for brands to build highly valuable and valued personal relationships at a scale previously unimaginable with consumers and using this new-found intimacy to drive brand preference and affiliation. Learn more.

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 revolutionise commerce, based on the functions, usage frequency and context in which consumers like to use voice assistants
2. Analyse 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 organisations
4. Recommend an action plan for organisations to devise a sound voice-driven Conversational Commerce strategy.

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Conversational Commerce

File size: 4.81 MB File type: PDF

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