The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJul 2018
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Disruptors change human behavior. Some quicker than others. As conversations with virtual assistants like Amazon's Alexa and Google Home take off, many are wondering when these conversations will become integrated into the path to purchase. While we are a still a ways off from bots becoming significant purchasing channels, we can read the tea leaves by examining more rudimentary chatbots that try to make use of similar behaviors, examining where they succeed and what they have yet to accomplish.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Brands that aim to master the art of conversation using a digital chatbot still need to solve a number ofproblems to increase user adoption. As the technology develops, consumers will be drawn to those thatprovide value via the features outlined previously and those that solve the following problems.
Whole Foods lets consumers browse in app and add recipes to their account, but thebuck stops there. Making purchasing as seamless as possible is a key issue.
The bots should also be better at communicating with other digital tools within the samebrand’s portfolios. Future bots should be able to share coupons and data.
H&M’s bot does not have an easy way to reset preferences, this is bad for users who accidentally hit something they did not mean to, and could cause them to abandon the app.
Like hitting 0 on a phone, it is important to have shortcuts in automated systems so thatthe user does not get trapped in a line of questioning and leaves in frustration.
Minimal design standards mean there are often too few search filters. People expect tobe able to sort by colour, season, highly rated, price and more in digital mediums.
Research is rarely done in a vacuum any more, but it certainly feels like it in somechatbots. Stitching data like “bought with this” into searches might inspire more browsing.
Some bots are not clearly labelled as bots. This is a problem in Facebook’s Messenger.Brands need to be upfront in their digital presence to avoid confusion.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.