Conversational Commerce is on the rise, and it’s perfect for Mother’s Day

With mother’s Day just around the corner, many consumers are frantically googling “Mother’s Day 2018 gifts” to come up with last minute ideas, often need to shovel the pages of search results to find that perfect gift. But what if the search can be interactive, personalized and well-spoken?

Conversational Commerce could be the future store for more intimate celebrations like Mother’s Day and Valentine’s Day as chatbots and voice assistants are able to establish a relationship with consumers and can accept to buy a gift easier.

According to the National retail Federation, Americans are going to lose this year some money for mother’s Day gifts with costs expected to exceed $ 23 billion—that’s $180 per year per capita. In Mothers day, consumers will shell out an alleged $4.6 billion on jewelry, $4.4 billion on trips, dinner and brunch, and $ 2.6 billion on flowers, on TNF.

These categories are not ready for conversational Commerce, as consumers with Amazon Echo devices, for example, can use the skills 1-800-flowers to order gifts, with the representatives of the service, to reserve a table in the restaurant and recipes to figure out how to do Breakfast in bed, the Amazon representative said. (They can also ask Alexa to ideas and Mother’s Day jokes, haiku or rap.)

“[We] have come full circle in this effort conversational Commerce we do. … This brings us back to one-on-one conversations with our customers.”Amit Shah, Director of marketing, 1-800-flowers

Mother’s day is the biggest holiday for 1-800-flowers that SMO Amit Shah said that it will supply about 12 million stems this year. And, without speaking, Commerce, this may not be possible.

According to Shah, the Internet has opened stores in a very structured experience.

“For a long time online has become too clinical” – he added.

Voice, on the other hand, still has the Wow factor in consumer interaction.

“If you think that offline experience with customers four decades ago [at the first founder Jim McCann Flower shop in new York city], they went in, and you can have a conversation: aunt Sally is sick. She was close to me growing up. I want to send her something to tell her that I think about it,” said Shah.

1-800-flowers first embraced the conversational trade with messenger Facebook bot, Amazon’s Alexa and skills IBM GWYN (gifts when you need to), AI-online Concierge services. The company continues to test new conversational Commerce technologies, in recent years with the launches on the Google assistant, Google services rich communications (RCS) and the Apple business chat. This, in turn, allows the brand to have conversations, as McKenna did in 1976.

“[We] have come full circle in this effort conversational Commerce we do. … This brings us back to one-on-one conversations with our customers,” said Shah.

Jonathan Shriftman, head of partnerships at bot platform pictures, said that one-on-one nature makes chatbots especially valuable during events and holidays.

“As soon as someone talked to the bot, the brand can predict consumers ‘ needs and competently to remind them to buy gift for their loved ones before the holiday,” said Shriftman.

In fact, said Shriftman snap chatbots open rates of 60 percent to 80 percent, but because many of the messages offer personalized recommendations, convert these messages four times higher than email marketing.

While some companies have achieved positive results in its first forays into conversational Commerce, Rachel Lowenstein, Manager, strategic innovation, life+, the recognition in North America, said that although chatbots successfully for product recommendations, is one of the key elements prevent consumers from mass adoption of these tools in the shop.

“Now the tech just not smart enough to determine the context or emotional state,” says Loewenstein. “This is a significant reason why big Tech is investing heavily to make their voice assistants are more humanized and less robots.”

It is also the first day in conversational Commerce in General.

That being said, voice, and assistive technology for the empowerment of consumers, said George Manas, President of digital marketing Agency resolution media.

“And, as a result, marketers need to approach the space with more pull than push,” he said. “Similar to the search revolution that built on the network as we know it today, the voice of the revolution will be consumer initiated and therefore, the reward for rational emotive part. This will make the voice more powerful tool, not only for those who want to sell flowers on mother’s Day, but just about anyone and those who want to buy almost anything”.

Click for more from this issue, this story first appeared in the 7 may 2018, the release of the magazine Adweek. Click here to sign up.

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