Retailers need to make the most of conversational commerce in 2021
It’s time look towards a new future rather than back to the pre-pandemic ways of commerce, argues APAC director of Shopify Plus, Shaun Broughton
As consumers interacted with brands on different channels every day based on their lockdown, social distancing, quarantine or other restrictions, 2020 pushed retailers to re-invest in omnichannel marketing. Instead of relying on a ‘spray and pray’ approach to content development and customer engagement, which many marketers have survived on to date, a more focused approach has been required to reach customers where and when they are wanting to engage with brands.
Consequently, conversational commerce presented opportunities to demonstrate a new level of value and customer experience for brands. These benefits came to fruition for brands that evaluated and quickly delivered conversational commerce based on customer needs, rather than overlooked it as another industry fad. Savvy retailers took advantage of conversational commerce in three standout ways.
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Simplifying and using conversational commerce with everyday tech
