When it comes to voice search, retailers ought to be very focused. With the rise of products like Amazon Alexa, Microsoft Cortana, Google Assistant, and Siri, experts are expecting a rapid spread of voice-driven user experience. In fact, voice-empowered shopping has been one of the most discussed technology trends from the past few years.
In Top Strategic Predictions for 2017 and Beyond: Surviving the Storm Winds of Digital Disruption, Oct. 2016, Gartner foresees that by the year 2020, 30% of all web-browsing sessions will be managed without a screen.
Voice search signifies a watershed moment where brands can connect to their target audiences. By developing a successful app, brands can catch the users’ attention and meet user experience expectations. This helps make the app stand out in the crowd and offer better user experience.
Mobile and Voice: An Organic Union
Voice search is thriving among users because manual mobile operations can be done by speaking to the mobile phone. It simply means that you can differentiate the app in the crowd, which embraces voice recognition capabilities.
Earlier, phones were created for better voice communication. Now, they are playing a major role in encouraging voice-empowered activities, for example, shopping. The growth of online and mobile commerce is increasing among retailers. The majority of online traffic comes from mobile phones.
Almost 81% of retailers who complete the survey are Omnichannel retailers, while 19% are online or mobile-only. Incorporating voice search in the mobile app is a roadmap to stay ahead of all trends and improve the app experience.
Let’s See How
The voice search engine is putting forth enormous options for mobile applications to improve user experience and connect the users well with the mobile app.
It’s a good start, which includes accessibility, uniqueness, and easy integration because of the stabilized version of the voice assistant software, voice command APIs, and massive database.
Mobile as a Growth Engine
As customers invest more time in mobile phones, retailers need to assess this as a part of their digital strategy. eMarketers predicted that by 2019, nearly 72% of marketing dollars will be spent on mobile app development and promotions for mobile platforms.
It’s a piece of good news for retailers that customers are progressively shopping on phones. Mobiles are, in fact, playing a wonderful role in reaching out their target audience enhancing their in-store experience.
How Retailers are Investing in Mobile
Retailers are striving to improve customer experience on mobiles. Mobile apps, these days, have turned into retailers’ need of the hour. Making the experience quick, profitable, easy, and more fun for the customers is an overwhelming, behind-the-scenes task. Retailers must address various distinctive concerns to stay aware of developing voice search trends of mCommerce.
To handle various parts of the mobile experience, being a retailer you need to acquire two things:
- As responsive web design is on-the-go, many retailers are developing their mobile app accordingly as they are more adaptive. They are stepping forward to the responsive web and app-like experiences, for example, push messages.
- When it comes to customer engagement and conversion, many retailers prefer personalization to identify customers, who are expecting superior quality customer service. When companies get the right personalized data, ordering things becomes fast and easy. Therefore, businesses are planning to personalize their connections with customers and make communication more relevant.
Business Goals for eCommerce Voice Search
Mobile app development for eCommerce is, though, a great additional valuable tool to engage customers and offer experiences, it can’t be the only reason for reaping the profit. If an app is developed keeping the target audience in mind, your loyal customers will surely love it.
Before we go on to see how big retail brands are making ripples, here are a few business goals for eCommerce voice search that one must know:
Increase in Mobile Purchases
Normally, apps are 1.5 times faster while loading data and search results on mobile phones than desktops. Customers can browse and buy products faster with speech recognition technology. As mobile eCommerce apps provide similar functionality as desktop apps, people might buy things specifically within an app.
mCommerce revenue has been growing over the past few years and is expected to rise more. As per eMarketer’s latest report, “By 2021, mobile eCommerce sales are expected to account for 58.9% of total eCommerce sales”. The reason for such successes is built-in mobile browsing, which in turn drives online sales with better ROI.
Better Customer Experience
Nowadays, people are well aware of how smartphones and tablets work. They already know how to explore the products they wish to buy with just a few clicks. Customers can even share buying experience with friends or ask for advice from the shopping community.
Better customer experience leads to better conversion rates and revenue. To reach out with these objectives, your mobile app should be fast, communicative, convenient, and exclusive. All these features lead to enhanced customer retention.
Secure Payment Gateways
When it comes to shopping online, the most important thing that every customer looks for is security. In-app payment enables customers to pay within the app for products and services. In-app payment transactions don’t need third-party payment gateways. They are hosted by the platform itself. For example, Android voice search users can use Google Wallet to make payments, while iOS users can pay through Apple Pay.
A mobile wallet is another concept, allowing customers to maintain a prepaid account from which money can be withdrawn for a purchase. Such improvisations on online payments allow businesses to attract more customers and sell products or services based on subscription.
Top brands say that there is a 20% increase in conversions when geolocation service is added to their data. With the help of a geolocation service, you can create location-based ads, that can send targeted messages to a specific audience.
One of the top benefits of mCommerce solutions is directing users to closest stores in their locality through GPS. This helps customers in finding their store and making a purchase.
Brands Using Voice Search to Boost Brand Engagement
As we mentioned earlier, many retail brands are making it big with a voice search. Here are four leading brands that have created their own unique voice.
The whiskey brand, Johnnie Walker, found an interesting way to develop a personalized experience for consumers by developing an Alexa skill. The main goal is to explain to the users about this signature whiskey and build a strong connection with the brand.
The brand enables users to find the right whiskey as per their taste. First, Alexa will ask users a list of questions about their preferences. Then, it will recommend a Johnnie Walker product that is most appropriate for them.
In 2017, the global brand, Nestle, launched its GoodNes Alexa skill. It’s a kind of unique “visual voice browsing” experience for the customers, who love to spend their time cooking. With the help of the Alexa device, customers can enhance their culinary skills with voice instructions and visual guidance.
GoodNes accompanies a visual guide that runs on Safari or Chrome on both desktop and mobile devices. GoodNes act as a cookbook, where customers can talk or ask for things like, “Show me the ingredients”, and you’ll be able to view them in the browser.
Domino’s pizza rolled out a Siri-style ‘voice ordering’ system. It has been developed by speech recognition firm, Nuance. It guarantees to make online ordering more capable and exact for customers. In this era of voice-activation, retailers can see their business app as AI-powered, and customers feel a connected experience with this digital assistant.
— Patrón Tequila (@Patron) January 14, 2019
Spirits brand, Patrón Tequila, which is owned by a tycoon, John Paul DeJoria, aligned with Amazon’s Alexa to bring its ‘Cocktail Lab’ recipe to their target audience via voice activation. Patrón even introduced its AI-enabled chatbot known as ‘Bot-Tender’.
This tool suggests a cocktail idea to customers on social media messengers like Twitter, Facebook, and other websites. The brand discovered a new AR-enabled app to show virtually how their Tequilas are made.
Voice search is not only a trend but also a paradigm shift in the way we communicate with the world around us. It offers new opportunities for retail and eCommerce. It helps launch innovative marketing campaigns, which leads to an enhanced brand reputation and revenue. This is why retailers have already started leveraging voice technology to catch on their customers’ interests.