65% of users who have tried voice assistants don’t want to come back to life without them. 52% of shoppers use physical shopping lists – sheets of paper that say what to buy. Voice assistants in mobile applications can change this habit: now they are used by 4% of buyers, while ⅔ of them do it daily or more often.
Voice interfaces are a promising sales channel: the volume of the US market for purchases through them is $ 2 billion, with an increase to 40 billion by 2022. In April 2019, Walmart launched online voice ordering through devices with Google Assistant. The solution competes with Amazon Alexa, a virtual assistant with 67% of the US market. Voice assistants work through special speakers or are embedded in mobile applications.
Another possibility is in-car commerce. Residents of large cities in Russia spend more than an hour driving a day, while 25 million use gadgets while driving. With the help of voice assistants, the driver can plan purchases safely. Such scenarios can be implemented on a connected car or via personal smartphones of buyers.
So far, only 3% of the world’s food is sold online. More than 50% of respondents admit that they make their choice under the influence of digital information: they read reviews, look at reviews, compare products. According to the Interactive Advertising Bureau, online information is perceived to be more reliable and credible. 73% of shoppers prefer to turn to their mobile phones for help rather than ask a consultant.
Information about user behavior is collected in all channels, the data is combined and analyzed to obtain a holistic picture. Mobile applications are an important source of such data: user experience is personalized, individual suggestions and recommendations are formed.
We have highlighted 6 points why retailers need to start pumping their own mobile applications right now.
1. Data collection
Our own mobile application allows you to find out everything about your customers and their habits. Thanks to Big Data, you can predict trends and demand, revise prices, determine where to open your next store, and much more.
With the help of identification, retailers will be able to significantly increase the efficiency of communication with customers, including through Digital Signage technology. Having recognized the client in front of the checkout, the monitor of the kiosk in the store or the TV, he will be shown the most relevant content. For example, a customer took red caviar several times and put it on the shelf. The cashier sees this data and tells the client about today’s personal offer for this product with a 10% discount, as a result, the caviar is in the basket. We will tell you more about all the subtleties of identification in our next article, so don’t miss 🙂
3. Data segmentation
Buyers voluntarily provide important socio-demographic information about themselves: age, gender, marital status, car ownership and much more. Using this data, the customer base can be segmented by RFV (“age, frequency and value”) and by purchasing behavior. This segmentation allows the company to adapt the assortment and principles of displaying goods, to form price offers.
A personal approach stimulates sales. Applications allow you to quickly authenticate customers, pay for purchases by electronic means of payment and apply discounts, as well as award loyalty program points. It can be special offers in mobile or directly on price tags in stores, as Kroger did with Microsoft.
Working through the application is convenient for users and the retailer: it does not require special equipment and allows you to collect more information about customer behavior.
A mobile app is another way to monetize. When issuing a list of the same names of goods, you can arrange them in a certain way. With customer data, advertising technologies are able to narrowly target audiences and show information only to the desired user segments.
Apps have evolved from a sales and communication channel to a source of innovation. So far, Russian retailers use only basic functionality, but already now many of them are receiving significant benefits from the use of mobile technologies. According to the Hoff company, announced at the Practice Days conference, one omnichannel client brings on average 5.2 times more money than a non-omnichannel client.
The retailers who are the first to implement mobile solutions have a huge advantage. Research by Google and Bain says that 75% of those who shop online do so at the store where they made their first purchase. That is why it is important to be the first and provide new services before competitors, not forgetting about quality.