By Jorge Maldonado Founder Digitally Market
What does it mean?
Conversational commerce is a term coined by Uber’s Chris Messina in a 2015 piece published on Medium. It refers to the intersection of messaging apps and shopping. Meaning, the trend toward interacting with businesses through messaging and chat apps like Facebook Messenger, WhatsApp, Talk, and WeChat. Or through voice technology, like Amazon’s Echo product, which interfaces with companies through voice commands.
Consumers can chat with company representatives, get customer support, ask questions, get personalized recommendations, read reviews, and click to purchase all from within messaging apps. With conversational commerce, the consumer engages in this interaction with a human representative, chatbot, or a mix of both. Source: https://www.shopify.com/encyclopedia/conversational-commerce
In the field of websites designed for the automotive industry, conversational commerce appears very frequently, but many do not take advantage of this opportunity. There will be the moment that we have buyers already with the vehicle of their preference and they click on price or Internet Price, a Form comes out that creates an instant block when requesting a price, that’s why many of the websites of clients that I have worked the bounce rate is so high.
Visitors of your site do not want to enter their personal information at that time; still, if you have a pop-up chat with dealer personnel or personnel who can answer frequently asked questions. This feature can significantly help to advance the vehicle selection process and, therefore a sale. There are already chats providers that you can live without Bots! You can switch to text messages or have video conversations between the customer and the dealer’s team. These new technologies can be applied and promoted as advantages in your favor in these post-COVID times.