How to Use Conversational Commerce in Retail
Conversational Commerce in Retail Industry refers to the interaction of parties through verbal or non-verbal communication. The basic premise is that two or more people can express themselves through non-verbal communication such as in a conversation, at a retail outlet. It may involve the use of audio visual equipment to convey messages such as displays, promos and promotions. It also takes the form of interaction that takes place between a customer and a retailer, supplier, distributor or agent. Such interactions take place through verbal communication and may be carried out in person, over the phone, in writing, through emails and the like. The ability to interact in a direct and personal manner is important in this industry.
Studies indicate that sales of a product or service will decrease when consumers do not feel they are in an effective Customer Relationship Management with the seller. It is a known fact that most consumers spend about a third of their time shopping. Therefore, maintaining effective relationships is crucial if retail businesses want to survive. If a consumer has a negative experience while shopping, there is a strong likelihood that the retailer may lose customers to a competitor who is perceived as better value for money.
It is a known fact that retail outlets tend to attract the same type of people to the stores that are similar to the ones that they frequent. Therefore, it is important that retail outlets take care to develop an environment that is comfortable, engaging and friendly. The retail industry is a high margin industry where the margins are relatively low due to the volume of sales and turnover rate. This means that improving the retail experience is critical to ensuring positive revenue figures.
Customers are more comfortable when they are aware of the identity of the person calling them. An identity may be provided by the voice itself, by the way the voice is speaking, or by the body language of the person on the other end of the line. For example, if the call is made from a voice mail box, the customer may not recognise the caller unless they hear their voice and recognise the voice. An impersonal tone and voice mail box often have a disjointed and confusing effect.
However, even voice mail can be used to create conversational commerce in the retail industry. It is often common practice to leave voice mail messages explaining the services and products available, special offers and seasonal deals at the end of the month or during the summer months. Customers tend to get a bit irritated at having to wait for 30 seconds to thirty minutes for a message that is not delivered immediately. Alternatively, they may be too busy to notice the message but it is still useful to let them know that they are appreciated. Some retailers even provide their customers with toll free numbers that they can call to report a lost or damaged product.
Another way of creating conversational commerce in the retail industry is to use the telephone voice messaging system that is now becoming standard across most retail outlets. This system allows users to record a message in the voice of the company’s executive, then play back that message as recorded by a recording telephone, or speak to the system using a CD voice player. This method is similar to the system used by most restaurants where an on-screen menu appears the moment a food item is chosen. However, in a retail environment, this option allows consumers to speak directly to the sales representative without having to talk through a salesperson first.
A final way of conversational commerce in the retail industry is to take messages through voice mail. This can be done by contacting a local voice mail company and asking them to send a voice mail message to your business address. If you have access to a cell phone directory, you should be able to find the address of any local voice mail companies. Then, you simply have to dial the number and speak into it. Many businesses have found this method to be very effective and are taking advantage of it every day.
All of these methods are great ways to use conversational commerce in the retail industry. But there is one other way that you can use it – call waiting. This is a form of conversational commerce where consumers wait on hold while speaking to a live agent. For example, if you have a customer that is in a doctor’s office and needs to make an appointment, they will have to wait on hold while the agent records their information. This can be annoying and inconvenient, but it is a way that more businesses are starting to turn to because it saves them time and money.