The appliance industry is constantly evolving: from basic washing machines and kettles to high-spec fridges and vacuum cleaners. So, as new technologies emerge, brands must adapt to meet the changing needs of their customers. A new way for appliance brands to communicate with their consumers is conversational commerce. This enables them to connect with customers in real-time through personalised conversations, creating a more convenient and seamless shopping experience.
But how are brands leveraging this emerging form of communication, and what results is the appliance industry seeing?
In this article, we will cover the following:
What is conversational commerce?
Conversational commerce allows brands and retailers to engage with their customers in real-time through a number of online conversational channels such as live video shopping, messaging apps, and social media channels. Conversational commerce is important for e-commerce as it builds relationships between retailers and their customers by way of communicating with one another.
Conversational commerce also gives e-commerce brands and retailers a one-on-one sales channel to provide personalised customer service. This transforms what can be a stagnant online shopping browse into an immersive digital experience for customers; in fact, 90% of customers rate an “immediate” response as important or very important when they have a customer service question.
Importance of conversational commerce in the appliance industry
“Economic and technological changes have reshaped the buying journey. What was once purely transactional is now about relationship building. Each step of that journey – whether online or physical – focuses on strategies to improve consumer engagement in ways that deepen that relationship.” (Forbes).
One of the key advantages of the appliance industry implementing conversational commerce is its ability to provide personalised recommendations and advice based on a customer’s individual needs and preferences. When it comes to selling appliances, the industry is highly personal, and customers often have specific concerns and preferences when it comes to the size, style, and spec of their goods.
Appliance customers are looking for credible and real-time advice that caters to their individual tastes, and conversational commerce allows brands to gather information and curate such personalised recommendations. By leveraging conversational channels, appliance brands and retailers can offer educational resources and advice that builds credibility with their customers, who can ask questions, get recommendations, and make purchases without leaving the platform they are already using. This can lead to increased engagement and sales for appliance brands and retailers.
According to a Salesforce study, 88% of customers think that a company’s experience is just as important as its products or services; this shows how conversational commerce can help create an immersive and memorable experience.
Moreover, conversational commerce provides an avenue for brands to showcase their values and missions, whether that be their commitment to sustainability, value pricing, or use of high-quality materials. By offering these resources and advice, appliance brands and retailers can create a strong emotional connection with the customer, ultimately leading to increased loyalty and positive word-of-mouth recommendations.
That being said, all of these advantages are seen to drive revenue, conversion rates, and average order value in the appliance industry. Conversational commerce allows appliance brands and retailers to sell across multiple channels, including both online and offline, offering a seamless and convenient shopping experience for customers. A report by Juniper Research found that conversational commerce will be responsible for $290 billion in retail sales by 2025, highlighting the enormous potential of this approach.
Appliance brands and retailers embracing conversational commerce
Many appliance brands and retailers are implementing conversational commerce as part of their virtual clienteling strategy. Below are just a few examples of this:
- Hughes are a specialist electrical retailer in the UK. They use Confer With’s live one-to-one video shopping platform to connect with their online customers and create an immersive digital shopping experience, as well as suggesting alternatives and add-ons in a buy flow
- Electrical retailer AO have a Virtual Assistant which allows customers to ask about products, finances, and services, as well as existing orders
- Smeg is a kitchen appliance retailer leveraging the use of ‘Forno’, their Smeg digital assistant, available on their website for help with a faulty appliance, registering warranty, and finding a user manual
Live video shopping in the age of appliance e-commerce
Live video shopping can take two forms: one-to-one and one-to-many. In terms of the appliance industry, one-to-one live video shopping is the best form of conversational commerce, ideal for considered and larger purchases. Let’s have a look into why this is the case.
One-to-one video differs greatly from a traditional live chat service as it can often be difficult to convey the right information over text, particularly if the customer is struggling to explain what they are looking for. However, by using live video, customers can interact with brand ambassadors in real-time and receive tailored recommendations based on their unique needs and preferences.
For example, a customer interested in purchasing a new appliance for their kitchen can connect with an expert through a live video conversation. The brand ambassador can then ask the customer about the context of the purchase, as well as their individual style and size preference. Based on the information provided, they can offer personalised product recommendations, showcase the products available, and provide real-time feedback to ensure that the customer is satisfied with their purchase.
Live one-to-one video shopping is also a valuable tool for brands to differentiate themselves from their competitors. By providing a higher level of customer service and attention, brands can create a unique and memorable shopping experience that sets them apart from other appliance retailers in the market.
- Conversational commerce has become an increasingly important trend in the age of appliance e-commerce
- Live video shopping, particularly one-to-one, is an effective way for appliance brands to provide personalised, high-touch shopping experiences
- Brands should leverage live one-to-one video shopping to build customer relationships, increase customer loyalty, and differentiate themselves from their competitors