The Commercial Side of Voice Assistants
Voice assistants are growing up at their homes, which parasites. No matter how much the guest’s name is Amazon Alexa, Mircrosoft Cortano or Google Assistant, because but one, it’s gonna be another that’s soon to be established in the living room. They recognize the voice, location and even the context in which each user interacts with these devices. They also have the capacity to store data, so each user receives responses commensurate with his or her experience throughout his or her coexistence. A new range of opportunities for businesses and advertisers to take advantage of this big data and offer every user more and more segmented advertising offers. Large companies at global level have already tested and integrated these new tools into their commercial strategies. They have seen them as an opportunity to improve their communication with their customers. Or so, an excellent opportunity to fully monitor their consumers’ purchase experiences. Voice assistants lead the client to the search result that these intelligent devices consider “ideal” for them. Thus, avoid users passing through the endless pages that are submitted to them by manually typing their searches. Another benefit for businesses is to prevent a user from getting lost at browsing an unusable website and end up going to another competition. To more segmented and guided offers, more conversion percentage by users. Monoprix has created a voice application, connected to your customers’ loyalty card. Through this app, users of the French retail chain can draw up their own list of phone purchase and place custom orders. Another French brand such as Sephora has created another vocal recognition application for its customers. A app that offers them the opportunity to participate in draws, make appointments at their physical stores, or listen to podcasts of influential people who work with the brand. Walmart with Google, Whole Foods with Amazon, or Domino’s pizza and pizza hut with Alexa, are some of the first alliances, between some of the most influential brands of the commercial sector and producers of these voice assistants. Millions agreements all of them have been agreed with the final aim of achieving an increase of each company’s conversion ratio.
Abel González Department of Marketing