Marketing has always been a one-way street: brands spoke, consumers listened. But that has changed. Today, the consumer wants to talk — 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 dialogues, customized and scalable, that connects 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 US$ 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, it is one of the main advantages of this approach. With the use of data and artificial intelligence, companies can adapt their messages and offers to individual customer preferences, creating a more relevant and efficient communication
Magazine Luiza, for example, one of the largest retailers in Brazil, uses artificial intelligence in your virtual assistant, to Lu, to offer personalized service via WhatsApp and other digital channels. The assistant answers questions, assists in product search, recommends offers based on the customer's purchase history and even facilitates payment via chat. This model reduced response time and increased the conversion rate of customers interacting via chatbot, showing how personalization and automation can drive 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 the speed of service. I see daily the impact of the well-implemented approach. Talking to the client is not about responding quickly, it's about understanding what he really needs. When the company listens intelligently, the conversion happens naturally. Technology alone doesn't sell. The one who 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, making clear 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, Automated Instagram Direct and SMS are some of the most used tools for direct interactions with consumers
Creation of intuitive flowsThe conversations 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 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 for 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, as well as enhances the customer experience. This integration ensures more personalized interactions, resolutive and humanized, creating stronger and more lasting connections with consumers, ensuring a smoother and more satisfying experience throughout the entire shopping journey, I finished Baleco
