Alexa, Please Increase Sales. The Potential of Voice Commerce.

“Alexa, Turn Off the Lights.” “Alexa, Play The Beatles.” – We All Know These Kinds of Commands. But How About: “Alexa, Let the Cash Register Ring”?
Digital voice assistants are conquering more and more areas of application — and they can be used effectively at the point of sale.

Entering destinations into the navigation system, adjusting room temperature in a smart home, changing the TV channel — voice control is already an everyday tool in many areas of life. Language is the natural way we communicate: direct, fast, and easy. The same goes for using digital devices: no more tedious typing of search queries or web addresses — just simple commands. And as voice commands are increasingly better understood and more frequently interpreted correctly: commands that actually work.

Sounds Like Top Performance.

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But how can voice assistants also boost sales on command? We’re not quite there (yet). But we can already use voice assistants to help retail perform better.

This is about shopping by voice command via smartphone: a full 39 percent of respondents in a study conducted by KPMG and the Institute for Retail Research (IHF Cologne) are interested in exactly that. We know that time is becoming an increasingly scarce resource — and we live more and more in swipe mode, especially when it comes to shopping.

More Sales on (Voice) Command? Not Quite...

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Interest in voice commerce is highest in the product categories of consumer electronics (60 percent) and food (54 percent). But only two percent of Alexa users have actually gone shopping using their voice assistant — and 90 percent have never used it for shopping again.

Why? Because shopping is simply a complex process.
How is voice-based shopping supposed to work for a complex product category like clothing? Browsing, getting advice, discovering new things, trying things out, touch and feel, being surprised, human interaction — the full sensory shopping experience is still something customers only get in-store. Voice assistants can’t do the shopping — or deliver that kind of experience — for you.

A Customer Journey With New Goals.

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But! They can do something else — be part of the customer journey.
Voice assistants give retailers an additional channel that’s always open and allows them to interact with customers and start a sales conversation. And because this channel is voice-based, it has a personal tone that can help build trust in the brand. One thing is certain: people experience conversation as emotional.

Voice input can also open up access to new customer groups — for example, older generations who often still hesitate to use digital tools. Language, as something deeply human, can greatly simplify access to technology. It can also enable online channels for other people — such as those with visual impairments.

Wanted: Success Concepts.

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Voice input changes our search behavior. With voice search, we use full questions — not just keywords. That’s why websites and product search features shouldn’t be optimized solely for keyword-based queries, but also — and rightly so — for voice-based ones. Anyone looking for successful concepts in retail should include relevant voice assistant platforms in their strategy.

Giving Digital Signage a Voice.

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One more point: microphones and speakers turn  Digital Signage from a silent display into an interactive Touchpoint. With a voice assistant, customers can quickly and easily get information about specific products. With a human touch — because here too: language builds trust!

Exactly Our Style: Discovering the Perfect Outfit More Easily.

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But that’s not all. Voice commerce doesn’t have to stand alone. Voice input can also be technically combined with other “senses.”
An example? Echo Look, a smart camera with built-in Alexa. Consumers can take fashion selfies, allowing the system to learn their outfits and style preferences. Using machine learning, the technology can become a personal style advisor — and suggest new garments and brands that match their individual look.

In Summary: Let’s Talk About It! We’re not (yet) ready to shop by voice command — but voice commerce is an exciting tool to build trust and connection, to inform and inspire. And a tool that will continue to pleasantly surprise us.

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