According to research by Twilio, the trend points to building relationships through conversations rather than clicks.
A report by Twilio, called “The Conversational Commerce Report”, pointed to new consumer trends. According to the data presented, 3,900 consumers in 10 countries, including Brazil, indicated that they are looking for a new type of showcase.
Research has shown that people want to consume directly on the messaging platforms they use to communicate with brands. The tendency for relationship is built through conversations and not clicks.
Key data from the report show that 77% of consumers want to use conversational messaging to get help in selecting a product or service; 58% would use messaging channels to buy a product or service if they had that option; 80% of consumers would like brands to offer conversational messaging. Overall, 95% of consumers said they would trust a brand more if it were easier for them to start a conversation with it.
The report points out that this is an evolution of the storefront experience, as people have moved from physical stores to digital environments and are now entering a time when they no longer want the obligation to visit the storefront, even online.
Customers want a brand to find them where they are, talking to them through their preferred channels, such as WhatsApp, for example, explained Rodrigo Marinho, Regional Sales VP LATAM at Twilio.
Messaging environments are where consumers find brands when they need them, whether it’s SMS, app chat, website chat, Facebook Messenger, Instagram or WhatsApp.
It is possible to show products and provide services through these messaging applications, making the brand available at any point in the customer’s journey. It is a means of ensuring that the customer is at the center of the relationship, which generates loyalty, engagement and an extremely positive relationship. This is a demand from consumers themselves, added Marinho.
Within the model, this consumer no longer needs to visit the hotel’s website or application in order to interact with the brand. Through messages, companies can answer consumer questions, help them make decisions, recommend products in a personalized way and ensure human interaction, such as the daily exchange of greetings and thanks.
According to the survey, 74% of consumers believe that the use of conversational messages would make the purchase process simpler and 67% of respondents indicated that they actually completed a purchase after contacting a brand through a messaging channel.
Globally, consumers in Indonesia, India, Brazil, Mexico and Singapore are more likely to want companies to offer conversational messaging. In a reality in which self-service and digital transactions have become commonplace, this exchange of messages, the dialogue itself, between brand and customer presents many competitive advantages, concludes Marinho.
