Disruptors: Conversational Commerce Insights via Chatbot Case Studies

Brands that aim to master the art of conversation

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.

Betterconversiontools

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.

Omnichannelintegration

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.

Easier resets

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.

Standardisedprotocols

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.

More searchfilters

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.

Dataintegration forinspiration

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.

Clearerdesignation

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.