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 behaviour requires companies to rethink their way of communicating. It's in this context that conversational marketing emerges: an approach focused on real-time dialogues, customized and scalable, que conecta marcas e pessoas com mais relevância
The impact of this model is evident in the figures. According to a Juniper Research study released in July 2022, os gastos globais com comércio conversacional (c-commerce) estão previstos para crescer quase sete vezes, reaching approximately US$ 290 billion in 2025
According to the McKinsey & Company report "Next in Personalization 2021", 71% of consumers expect personalized interactions, e 76% sentem-se frustrados quando isso não acontece. 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, на Lu, to offer personalized support via WhatsApp and other digital channels. A assistente responde dúvidas, 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 effectiveness 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 is about understanding what he really needs. When the company listens intelligently, the conversion happens naturally. Technology alone does not sell. The one who sells is active listening, potentiated 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, clarifying 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 flowsThe conversations should be natural and fluent, refleting the language and needs of the target audience
Clarity of objectivesCada interacción debe estar alineada con la estrategia comercial de la empresa, ensuring efficiency in customer 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 improvementsThe constant monitoring of interactions allows adjustments and improvements, ensuring 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 purchase journey, concluded Baleco
