Drive Client Engagement with Video Shopping
Superapp® technologies bring unprecedented service to client interactions with mobile video shopping experiences – discover the value of video!
In 2020, the average American now spends more than 3 hours per day on their mobile device – a 23-minute increase over the year before (E-Marketer), we have never had more opportunities to connect with potential and existing customers. But in the era that has coined the term ‘Zoom fatigue’, how can customer interactions become more personal and effective than ever?
Connecting the social aspects of video communication with a smart connection to e-commerce the Superapp®’s Conversational Commerce feature drives virtual shopping experiences into the future.
“Right now, you might be having your doctor’s visits or therapy sessions through video chat. I think that’s going to continue after the pandemic ends. And the same goes for customer service – it’s possible that the cable guy won’t have to come to your home because you can have a video chat, and kind of point your phone camera at the cable box and they can tell you what to do”. “It’s about to continue to be an important part of our lives, if only because all of us had been forced to use it now and have found things to do through zoom or any other video chat service that’s more convenient than doing it in person”, says Recode deputy editor Adam Estes Clark. In fact, video chat has been around a long time, but until this point has been reserved for international business and those poor souls in long-distance relationships.
Shortly after the telephone was invented, many have tried to use its technology to replicate the sensation of meeting face-to-face. “Skeptics at the time warned that phones upended the idea of social trust, since you couldn’t see who you were talking to, but Bell Labs quickly cooked up an attempt at a solution in the 1920s by accompanying a telephone call with a televised image”. “AT&T worked for decades trying to improve these devices, which were rudimentary and room-sized in their early versions. The company introduced a ‘two-way television phone,’ dubbed the Iconophone, in 1930, and then in the ’60s, it introduced a much more advanced contraption called the Picturephone at the World’s Fair in New York. Those who tested it complained about bad picture quality and awkward controls”, (Vox). Seem familiar? It’s true that video calling’s awkward and alienating sensation has progressed very little until 2020 – when we collectively became so tired of the technology we coined the term Zoom fatigue (the tiredness, worry, or burnout associated with overusing virtual communication tools).
But video use and quality have progressed significantly in the recent past, with the explosion of engagement that it brings there is not a single social media platform that has not said that video is the future. But how can we bring that kind of engagement that videos get on YouTube and Instagram into more transactional situations?
Users are already using videos produced by their favourite influencers and experts on any subject to inform their purchase habits – 55% of the 24,000 consumers surveyed by Google said that they are have used videos in-store to guide their purchase or interact, and more than 50% of those surveyed said that video has helped them decide which brand or product to buy.
Taking ownership of the influence that a video can have in sharing information and giving consumers confidence, and then taking it a step further and allowing a user to purchase directly from that video is a game-changer that takes a popular marketing method and transforms it into a direct sales tool with great ROI.
Potential and existing customers can have the benefit of personal attention from a brand representative, giving them the opportunity to ask questions, see demonstrations and more to give them the highest level of confidence in the product and create a significant tie with the brand beyond what is possible through static e-commerce. “With a deeper level of connection with the customers through video chat, the support agents can foster better relationships and develop an environment of trust and credibility.” Sharing screenshots, their screen or their existing collections, “enables customers to share exactly what they are browsing and this puts agents in a better position to suggest additional relevant services or products to customers without sounding over-zealous or pushy” (Flatword Solutions). This raises customer satisfaction, and ultimately loyalty – customers are able to voice their opinions and have them addressed in real-time.
The e-commerce features presented by the Superapp® allow brand representatives to create a shoppable experience throughout their video interactions, and with the possibility to connect to CRM data, every recommendation and experience of the client can be taken into account. Follow up or reach out through connections to messaging platforms that help the brand to reach customers wherever they prefer, ensuring the connection is always personal and conversational.
Video consultations don’t “just happen” as they might in a boutique – they take purpose and forethought. Because of that, and the fact that both the customer and representative can see each other, people are automatically more likely to pay attention (and less likely to multi-task) or feel the same pressure to make a quick decision that they might face-to-face or over the phone (Microsoft). Showing that your brand and its representatives value your customer’s most valuable asset – time – is what will keep them coming back. Creating an experience that is both personal and interesting to them will attract attention and a positive association with the brand that is priceless in the returns on loyalty, satisfaction, feedback, and awareness.
If you’d like to see how the Superapp®’s conversational commerce features can be used for your business, contact us!
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