Whose ‘convenience’ exactly? Conversational Commerce Goes Back To Basics

“Hi, a heat wave is expected next week in your city. In past similar occurrences, ice cream sales have increased 20%, prepare your inventory now so you don’t run out of supply!” 

What if the corner shop owners could receive valuable information as easily as that? What if you could use your communication channels to help your customer make better decisions? 

“You know, I think I’ll also need some more water, sodas and juices! Oh, and by the way, can you deliver Thursday, instead of Wednesday!”

With conversational commerce it’s just as easy as sending a chat on WhatsApp or any other messaging service – if you have the insight now you can share it immediately! 

It’s the ultimate in "empathy marketing"; talk to your customers on their terms, in their language and at their convenience about what they are truly interested in.

Conversational commerce is based on a set of realities, of which – just maybe – the large brand companies remain (a little) in denial. The options and channels that the brands have developed as “the most convenient” for their customers, make you wonder ‘whose convenience’ is. Theirs or the last mile retailers they serve? 

Automation certainly makes sense for large brands; asking their retailers to log on and download their orders in a regular, standardized manner means orders can be received and processed more efficiently, and the accompanying data represents invaluable insights on market trends and retail demand. 

But if you ask any corner shop owner about convenience, be prepared for a different perspective! For them it is about being accessible, open all hours, stocking the vast range of products that the neighborhood needs, every day…..

And because of the way they function, they need brands to be available 24/7, to understand their needs and to provide them with useful information that allows them to make better business decisions. They want a partner not just a product provider. 

And here is where conversational commerce becomes so relevant. It creates the ability for the brands to share in a personalized way their business insights, latest news, trends and promotions to the shop owners. At the same time, the shop owners gain a direct line with the brands, maintaining the relation that has always been key for the two sides. 

This is why Yalo understands that conversational commerce is more than just messaging. Capturing the details from all the conversations that occur along the entire value chain is what makes for personalized and impactful business relationships. 

If you want more information about how we can help you to implement a successful conversational commerce strategy that allows your customers to have a 22% increase on their ticket average, leave your details below! 

We would love to help you build it too

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