According to Gartner, 85% of all customer interactions will be through chatbots by the end of 2020. The popularity of this channel is due to its UX benefits.
Chatbots are suitable for brands for solving several tasks: collecting and updating customer databases, an additional channel of communication with the consumer, an alternative to call center operators for simple actions (for example, check the availability of a different size, find a model similar in price, talk about delivery conditions, accept order).
Chatbots can be implemented in the places where people spend the most time: social networks and instant messengers. Chatbots can be embedded in your own application or on the web version of the site to optimize the user’s purchase path and increase conversions.
On the Russian market, brands rarely use a new tool, although the first cases show good results. As part of the BMW X6 advertising campaign, Carat and iProspect launched a Twitter chatbot for the first time, which ensured a high engagement rate of 1.78%.
2. Augmented reality (AR)
Augmented reality (AR) brings a whole new experience to online shopping, helping to visualize products in the environment and overcome the discomfort of choosing them. Gartner predicts that by the end of this year, the number of consumers who have made purchases using AR at least once will exceed 100 million worldwide.
For retailers and brands, augmented reality is a rather complicated and expensive development that does not pay off in the short term. There is no AR consumption habit in Russia yet. The technology allows you to create a unique user experience and differentiate yourself from competitors.
In the future 3-5 years, the share of AR in the Russian online retail, according to our forecasts, will be at the level of 2-3%. However, this figure can reach 10-20% in some categories, for example, apparel, furniture and household goods. One of the pioneers in the use of AR – IKEA with the Place application, which helps to see how furniture from the catalog looks in the interior.
3. Progressive Web Application (PWA)
Despite the rapid growth in mobile traffic around the world, the mobile version of the site is significantly inferior in convenience to both the desktop and the mobile application. According to Shopify, up to half of consumers abandon a site that takes longer than three seconds to load.
In order to offer an optimal user experience on mobile devices, there is a technology in web development called Progressive Web Application (PWA). It visually and functionally transforms the site into an application. This is a site that functions as a mobile application built into the browser, the main task of the PWA is to adapt and speed up the mobile version of the site, as well as enrich with features available only for applications.
The combination of PWA and AMP (Accelerated Mobile Pages) provides the greatest efficiency, allowing you to improve your search engine results and increase the speed of loading the site to a fraction of a second, which significantly improves the user experience. In the Russian market, brands are just looking at the PWA functionality.
4. Dynamic personalization
Creating a personalized shopping experience is one of the most promising areas for retailers.
Now it is impossible to imagine a successful online store, which would not have involved dynamic personalization, so even on the Russian market companies began to appear that specialize in it.
One of the first domestic cases was implemented by Lamoda. The online store created detailed segments of visitors across the entire customer base, launched automatic targeting and tailored advertising offers for each segment, and also optimized each element at all stages of the sales funnel. As a result, in the first six months after the introduction of dynamic personalization, total revenue grew by $ 15 million, and revenue per user session – by 8%.
5. Voice shopping
Voice search is one of the most anticipated trends in e-commerce, as it allows you to communicate much faster with the consumer and lead him to the desired results. According to a global study by Qualcomm, a third of users already use voice assistants to shop.
Brands are cautiously experimenting with voice technology. There are few cases on the Russian market, one of the well-known is the creation of a new skill for “Alice” by the IKEA brand: in response to requests for sleep, the assistant offered to take a test and hear a lullaby tuned to an individual choice.
Voice shopping is a unique type of work with the target audience, which can potentially reduce the load on call centers, simplify the collection and updating of personal data, increase the average check by reminding you of related products, and increase user loyalty and engagement. For ordinary buyers, this is an opportunity to get the necessary product or information right now, which saves time on the relative independent search on the Internet.
2020 has clearly shown that the entire consumption process can change in a matter of days and what seemed to be a trend back in February became the standard in April. The winners are those campaigns that have closely followed the innovations for a long time, were the first to try to implement them and create unique solutions on their own.
Uniqueness is exactly what now favorably distinguishes the brand among thousands of similar ones. That is why it is important for businesses of all sizes to be flexible and not stop testing new approaches to simplifying the user experience, trying to constantly keep up with the times.