C-Commerce: Triple your conversions in times of high demand
Back to school, Mother's Day, Christmas. As these dates gets closer the adrenaline of every year starts to feel. On the one hand, the opportunity to pick up sales, to reactivate customers who have not bought for months, to recover part of what Covid took away, and on the other hand, the concern to meet that demand, to scale and continue to providing good service to the clients.
The pandemic drove an exponential growth in e-Commerce, 230% in Latam to be exact, affecting purchasing processes. This opens up great possibilities in an industry with consumers are increasingly familiar with digital channels.
It was the first big step towards the future of retail, where we are seduced by the possibilities of the Phygital world, such as the Augmented Reality application to test how a lipstick or an armchair would look in my living room, or the use of image recognition AI. for product recommendation, the use of QR codes in stores to display more information about a product and incorporate a social experience.
The next post-pandemic step for traditional retailers who want to differentiate themselves and surprise their customers will be the integration of brick-and-mortar with e-Commerce, the fusion of the physical world with the digital one from the perspective of the shopping experience.
Consumers are already hybrids, they do not think of a store in a fractional way, it is the total experience of the brand, and as companies we must integrate this perspective as well: real omnichannel.
I discover online, I do research in e-Commerce, I evacuate my inquiries with the store, I visit the store to see the product in person. Or I discover in store, I try, I end up buying it online so that they take it home to me directly.
It is clear that the customer journey is no longer linear, you have to be in the channels they choose to convert at the time and place they choose.
How to respond to this transformation?
C-Commerce, a new ally
C-Commerce or conversational commerce is the best ally to reduce buyer uncertainty:
At pre-sale stage: evacuate doubts, tell you the estimated delivery time, help you with payment methods, discounts and promotions, if you prefer to go to see the product in the store, provide you with the availability of stock by branches.
At conversion stage: it is possible to increase the conversion rate up to x3* by having a closer in the Customer Service team (be it a human agent or chatbot), who specializes in solving all the necessary queries to naturally lead the user to conversion. Integrated into the systems, they assist buyers in their search by recommending products according to filters such as product type, size, color, style, as if you were talking with a store advisor who recommends you according to your needs.
At post-sale stage: it is key to provide the customer with the information he needs when he needs it. From the moment we go through the payment gateway, the company has an obligation with the customer: deliver the product for which they paid.
Until the customer receives the product, he is not sure that it actually corresponds to his expectations, which generates uncertainty. If we add to this not having precise information about his status, uncertainty goes to insecurity and insecurity to anxiety. And that's what the ATC team ends up facing.
If we can automate this information so that the user can self-manage, we will reduce this anxiety and the volume of inquiries that reach the ATC team.
In fact, the Conversational Commerce application reduces ATC team inquiries by 70%. 90% of e-Commerce users prefer to contact the company by chat rather than by other means such as telephone or mail. If we automate the consultations, we can scale the service up to x10 and achieve that when the consultations require human attention, we can attend them in an organized way, with trays for the purpose of consultation, with the necessary information of the client and his status. This facilitates the agent's work, reducing stress, especially in times of harvest.
It is also a great tool for proactive communications:
For lead generation: through outbound campaigns that start conversations with your customer base. The possibilities are endless, such as sending alerts for the entry of product stock in the customer's wishlist, cross-selling, or sending a product catalog.
For the reactivation of abandoned carts: outbound to evacuate possible doubts about the product, which may have been the cause for not completing the purchase. This action is very well received by buyers and generally helps to convert.
C-Commerce is here to stay, to implement it it is essential to have the necessary information and a strategy that guarantees its optimal functioning.
Success is a team milestone
As an e-Commerce manager, you know that the success of your peak sales depends on well-executed teamwork. Having to deal with the coordination of the different areas involved. From the IT department, who will ensure that all the technological support works perfectly at the time of maximum demand, through the Marketing team that will look for the best strategies to bring qualified leads, the Customer Service team that will respond to the problems that the client may have, and even the external providers that you choose for the necessary services.
In Wittybots we love to share our knowledge based on our experience.
We are the technological support of the CX of more than 200 companies worldwide.
Our team will help you in the development of your project, establishing a long-term relationship based on trust and customer satisfaction, to achieve the success of your digital transformation strategy.
I'm Verónica Mello, Business Development Manager at Wittybots. Passionate about helping companies discover how to make a difference by creating the CX their clients want.
* According Hubspot it is possible to triple your sales by automating your marketing processes https://blog.hubspot.es/marketing/triplica-tus-ventas-automatizando-tus-procesos-de-marketing