Marketing has always been a one-way street: brands spoke, consumers listened. But that has changed. Today, the consumer wants to converse — and not be interrupted. This change in behavior requires companies to rethink their way of communicating. It is in this context that conversational marketing emerges: an approach focused on real-time, personalized, and scalable dialogues that connect brands and people with greater relevance.
The impact of this model is evident in the numbers. According to a Juniper Research study released in July 2022, global spending on conversational commerce (c-commerce) is expected to grow nearly sevenfold, reaching approximately $290 billion in 2025.
According to the "Next in Personalization 2021" report by McKinsey & Company, 71% of consumers expect personalized interactions, and 76% feel frustrated when this does not happen. Furthermore, the same report indicates that companies adopting personalization strategies can achieve an increase of up to 40% in revenue.
Personalization, by the way, is one of the main differentiators of this approach. With the use of data and artificial intelligence, companies can tailor their messages and offers to individual customer preferences, creating more relevant and efficient communication.
Magazine Luiza, for example, one of the largest retailers in Brazil, uses artificial intelligence in its virtual assistant, Lu, to provide personalized service via WhatsApp and other digital channels. The assistant answers questions, helps in product searches, recommends offers based on the customer's purchase history, and even facilitates payment via chat. This model reduced response time and increased the customer conversion rate interacting via chatbot, demonstrating how personalization and automation can boost retail results. The Sephora chatbot recommends personalized beauty products based on the customer's preferences.
For Luan Mileski, head of product and business at IRRAH TECH, the efficiency of this strategy goes far beyond quick service. I see daily the impact of a well-implemented approach. Talking to the client is not about responding quickly; it's about understanding what they truly need. When the company listens intelligently, conversion happens naturally. Technology alone doesn't sell. What sells is active listening, enhanced by technology.
Automation also brings scalability. With a structured system, companies expand their service capacity without increasing operational costs. The "Next in Personalization 2021" report indicates that 71% of consumers expect personalized experiences, clearly highlighting the demand for customized interactions.
And how to integrate conversational marketing into retail? The efficient implementation of conversational marketing requires planning. Baleco highlights some key points
Definition of channelsWhatsApp Business, Facebook Messenger, Instagram Direct, and automated SMS are some of the most used tools for direct interactions with consumers.
Creation of intuitive flowsConversations should be natural and fluid, reflecting the language and needs of the target audience.
Clarity in objectivesEach interaction must be aligned with the company's commercial strategy, ensuring efficiency in service and a positive impact on sales.
Automation with customizationAI can optimize processes, but it is essential to maintain a human touch to create more authentic connections.
Monitoring and improvementsConstant monitoring of interactions allows adjustments and improvements, ensuring that the strategy remains effective and relevant.
The combination of artificial intelligence with human service not only makes companies more efficient, streamlining processes and reducing costs, but also enhances the customer experience. This integration ensures more personalized, effective, and humanized interactions, creating stronger and longer-lasting connections with consumers, ensuring a smoother and more satisfying experience throughout the entire purchase journey," concludes Baleco.
