The sudden surge in new channels and varied operating models has dramatically changed the business environment in which marketers operate today. With the increase of newer modes & channels of marketing there is a need to create a new unifying framework which will help in aligning strategies as per business requirements. Alongside this need for a framework, there are new requirements for marketing competencies and capabilities around domains of expertise like data and analytics, customer experience, content, multichannel, customer service and personalisation, which are neither properly understood nor being met.
The CMO TownHall aims to showcase the emerging marketing concepts that have evolved and how the marketers now need to switch to the new Digital Era. The TownHall brings the brightest minds in the Marketing domain and aims to build insights on the need to reach out to new markets and channels and bring thought leadership perspective on evolving business opportunities.
Conversational commerce is not only a new-age practice but is an emerging discipline for e-commerce or digital retail. It is fast and it prioritizes direct, natural conversations between consumers and brands. Conversational experiences add value for your customers by assisting, streamlining, and improving virtually every interaction they have with your company online. Conversational commerce is making retailer-to-consumer interactions human-like. A perfect blend of human specialists with the computing power of AI allows the brands to deliver a tailored shopping experience on all digital touchpoints – website, third-party messengers, in-store kiosks, and social media. Platforms such as WhatsApp, Facebook, and Instagram provide customers with a seamless, on-demand shopping experience.
The best part about conversational commerce for e-commerce is that it streamlines the process of digital commerce, replacing part or all of it with natural, real-time communication between customers and brands. So, the customer experience in this regard is sharp and the customer instead of hunting around a website for information can simply open a messaging app and ask for the product they want or even place their order. Such direct interactions can make every aspect of online commerce simpler, easier, and more convenient.
In this roundtable, we’ll deep dive into this experience of conversational commerce for e-commerce and understand how to tweak it right in the retail context. How businesses should plan the adoption of conversational commerce, use cases that have the highest impact, pitfalls to avoid, consumer expectations from digital interactions, and how e-commerce companies can further boost consumer trust with the right approach.
Neha co-founded Clovia seven years ago when she and the team realized missing links between demand and supply in the intimate segment.
Working for a decade with corporate India, where she led business for some big names, she decided to start on her own, to address the big gap in the Indian women innerwear market with limited sizes, fits available.
With Clovia, Neha wanted to redefine the Indian lingerie market, and help customers choose beyond standard cuts, shapes and colors. Her mantra – lingerie is a critical part of your wardrobe and it doesn’t need to be drab and boring. Right from the time of Clovia’s inception, Neha was pretty clear that she needed to change the way lingerie was sold and Clovia is disrupting the way lingerie is being sold in India. For her outstanding work in the industry at large, Neha has been awarded as Best Women Entrepreneur by RBL Bank SME Business Excellence awards in the year 2017.
The objective is to occupy the “most-favorite brand”; space in the minds of her consumer as the space presently awaits an occupier.
Gupshup enables better customer engagement through conversational messaging. We are the leading conversational messaging platform, powering over 6 billion messages per month. Across verticals, thousands of large and small businesses in emerging markets use Gupshup to build conversational experiences across marketing, sales and support. Our carrier-grade platform provides a single messaging API for 30+ channels, a rich conversational experience-building tool kit for any use case and a network of emerging market partnerships across messaging channels, device manufacturers, ISVs and operators. Businesses have made conversations an integral part of their customer engagement success.
ANURIMA DAS | Mobile: +91 983 104 3010 | Email: firstname.lastname@example.org