By 2022, voice shopping is expected to touch $40 billion! With Amazon’s Alexa and Google Home allowing shoppers to search products online and place orders from the comfort of their sofa without lifting a finger, voice shopping is rapidly transforming online retail businesses. If you have a smart phone or a smart speaker at your disposal, you’re ready to greet voice-driven user experience.
At present, voice search is largely used in specific contexts such as while watching TV, cooking, driving, or getting directions. Technocrats often cite that the concerns surrounding security and privacy are slowing down the adoption rate of voice-activated shopping. Besides the major players - Amazon Alexa (Echo) and Google Home - there is a constant flow of competitors who wish to create new user experiences in the market driven by voice. How is this technology going to transform the future of e-commerce?
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One of the biggest impacts of voice technology on e-commerce will be the shift from text to voice-based web searches. While performing voice searches, we tend to use more natural language. For example, instead of typing keywords like “best Italian restaurants Florida” or “salon & spa Westfield, NJ”, we actually ask long and detailed questions without taking any significant time or effort. This is prompting marketers to come up with new ways to stay on top of SEO, by revising their keyword strategies and content. Once such trend is the adoption of long-tail keywords that include natural phrases used by people to describe the products.
As voice search tries to occupy a greater space in the total search volume, e-commerce companies should consider how conversational search phrases will impact their keyword approach.
When you create e-commerce mobile apps, you have to help your customers turn every interaction into conversion. Currently, voice search accounts for 20% of all mobile searches, which is only going to increase in the next couple of years. That’s why retail giants are partnering with major voice assistants to support product searches and order fulfillment. The recent partnership of Walmart with Google to support the former’s product fulfillment is one such case.
Retailers need to take advantage of the increasing investments made by their customers in mobile devices. It’s time for e-commerce players to consider mobile as a growth engine and make it part of their marketing and digital strategy. As customers shop progressively on their mobile phones, retailers must reach out to them rapidly by providing highly personalized in-store experiences.
Any customer would expect their retailer to provide a highly personalized experience related to product search, recommendations, order placement, tracking and fulfillment. HubSpot Global AI Survey examines that 47% of users would buy items recommended by a chatbot. Voice-enabled digital assistants and shopping apps continuously accumulate data about individual shoppers. This helps in deriving predictive shopping algorithms that can be used effectively by the sellers. Using the data collected by the voice-activated digital assistants, marketers will have more insight into a customer’s routine, and identify the possible moments when they can persuade the customer to buy their product.
For example, automatically ordering groceries based on the frequency with which the items appeared on a consumer’s shopping list can entice the consumer to remain loyal to your retail mobile app. Businesses need to analyze the buying behavior and shopping patterns of their consumers while they shop. This helps businesses to target consumers with exclusive deals and offers for products they already intend to buy.
A crucial reason why e-commerce companies should consider investing in voice search is because it’s a constantly improving technology. When Apple released Siri in 2011, many people scoffed at its inability to understand even simple questions and give appropriate answers. The growth of artificial intelligence - the underlying technology behind digital voice assistants - is empowering companies like Amazon, Google, Apple and many others to refine their voice-enabled AI assistants. Voice recognition systems are constantly upgraded to better analyze different languages, dialects, and regional accents. Noticing the continuous improvements, more people have started using voice assistants.
Voice search is definitely the next big thing that is being seamlessly integrated into our homes, workplaces and everyday routines.
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