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COMO las EMPRESAS de MODA usan WHATSAPP en el 2019 Saltar al contenido Dentro de la tienda de Dirty Lemon en el nuevo centro comercial Hudson Yards, hay una pared de refrigeradores que sostienen las bebidas de carbón, matcha y limonada de colágeno de la marca, pero no un vendedor a la vista.
En su lugar, los clientes envían a la marca de bebidas de bienestar un mensaje de texto especificando la bebida que han tomado. Una vez que Dirty Lemon guarda la información de su tarjeta de crédito, los compradores pueden seguir enviando futuros pedidos para su entrega.
“Toma lo que quieras, envía un mensaje de texto a lo que tomaste, sigue con la vida”, se leen los letreros de la tienda.
Dirty Lemon es una de varias marcas que adoptan el “comercio conversacional”, un término acuñado en Silicon Valley que habla con empresas que interactúan con los compradores en plataformas de chat como mensajes de texto, WhatsApp y mensajería directa de redes sociales. Marcas como Tamara Mellon, Burberry y Reformation, están saltando a bordo.
Los defensores describen el enfoque como una actualización a los “chatbots” que comenzaron a aparecer en los sitios web de los minoristas alrededor de 2015. Marcas como Tommy Hilfiger, Estée Lauder y Everlane anunciaron que estaban utilizando software para comunicarse con los clientes en canales como Facebook Messenger sin la necesidad de un representante de servicio humano.
Pero la tecnología nunca coincidió del todo con el bombo, con las conversaciones automatizadas de los chatbots que se trataron como “torpes e impersonales”, dijo Sarah Owen, investigadora principal de la firma de pronóstico de tendencias WGSN. En 2017, Everlane abandonó su bot Messenger, diciendo a sus clientes por correo electrónico que había “decidido seguir con lo que hacemos mejor: el correo electrónico”.
La fórmula actualizada implica una mezcla de lo automatizado y lo interpersonal. Las marcas todavía están utilizando software para guiar las conversaciones, pero por lo general hay seres humanos involucrados en el intercambio, así.
El comercio conversacional va a crecer, ya que Shopify lanzó Apple Business Chat a sus 800.000 comerciantes que utilizan el servicio de comercio electrónico en junio. El año pasado, WhatsApp , la popular aplicación de mensajería de Facebook, lanzó una aplicación separada para pequeñas empresas, WhatsApp Business. Más adelante este año, la nueva aplicación implementará un servicio que funciona como tiendas en línea, lo que permite a los clientes navegar por los productos y realizar compras. Una plataforma de pago también está en marcha.
Las marcas que buscan el comercio conversacional están inventando formas de superar uno de los mayores desafíos a los que se enfrentan los anunciantes hoy en día: que una cantidad creciente de actividad de los consumidores en línea se lleva a cabo en chats privados con amigos y familiares, en lugar de en alimentos públicos saturados de comercialización. Es un punto de inflexión para las redes sociales, en medio de crecientes preocupaciones de privacidad, e incluso el propio fundador de Facebook, Mark Zuckerburg, ha declarado que para las redes sociales “el futuro es privado”.
“Los consumidores quieren volver a las interacciones uno a uno, especialmente porque el espacio de bebidas de consumo en particular se ha vuelto tan impersonal a lo largo de los años”, dijo Zak Normandin, fundador y director ejecutivo de la empresa matriz de Dirty Lemon Iris Nova. “La gente quiere conexiones humanas, saber que hay alguien en la otra línea, y SMS les da eso”.
El auge del comercio conversacional Aproximadamente 6 mil millones de mensajes de texto se envían en los EE.UU. cada día, según CTIA, la asociación comercial de la industria de las comunicaciones inalámbricas.
El año pasado, Facebook, que compró WhatsApp en 2014, dijo que 60 mil millones de mensajes se envían en la aplicación diariamente. WhatsApp ahora tiene más usuarios activos mensuales que la propia aplicación de Facebook, según un informe de la firma de investigación App Annie. Instagram de Facebook tiene más de 1.000 millones de usuarios activos, y su función de mensajería directa es muy popular.
Para muchos usuarios, no es un gran salto de chatear con amigos a chatear con marcas. Más del 60 por ciento de los millennials dicen que les gustaría comunicarse con las marcas a través de mensajes de texto, según una investigación del especialista en interacción móvil OpenMarket.
“Los clientes se sienten cómodos interactuando a través de plataformas de chat, y hay una barrera fácil para la entrada para agregar comercio y transacciones a la mezcla”, dijo Owen, de WGSN.
Y el comercio conversacional es una tendencia que ya es popular en China, donde las nuevas formas de compras en línea y los medios de comunicación a menudo se afianzan primero. WeChat comenzó como una plataforma de comunicación, como WhatsApp, pero desde entonces ha evolucionado en su propio ecosistema de comercio electrónico, e incluso tiene su propio sistema de pagos móviles, Wechat Pay. Hoy en día, el 90 por ciento de sus 1.000 millones de usuarios compran productos a través de la plataforma.
Una nueva línea para la comunicación marca-cliente Las marcas que han estado interactuando con los clientes a través del chat dicen que proporciona un nivel de intimidad que a menudo falta en el comercio digital.
La marca de calzado de lujo Tamara Mellon comenzó a enviar mensajes de texto con los compradores el año pasado a través de Apple Business Chat, que permite a las marcas comunicarse con los compradores como si fueran uno de sus contactos. Cuando los compradores hacen clic en “vamos a chatear” en el sitio de la empresa, se les deja caer en un mensaje de texto con uno de los cinco empleados. Utilizan software de Liveperson, una empresa de comercio conversacional. Los clientes pueden enviar solicitudes de productos a través de mensajes de texto; también pueden enviar fotos de sí mismos y pedir zapatos que coincidan con sus trajes.
El chat ahora representa el 11 por ciento de las ventas de Tamara Mellon, que suman más de 30 millones de dólares. En junio, la compañía recaudó $50 millones.
“Los clientes todavía están frustrados por las compras en línea”, dijo la directora ejecutiva Jill Layfield. “Pero no quieren estar al teléfono. Estaba claro que el texto es una experiencia de comunicación que se utiliza para familiares y amigos que no está siendo utilizado por las empresas”.
El comercio conversacional también facilita la preocupación de los clientes que están haciendo compras de alto precio que vienen con preguntas sobre el ajuste o el estilo, dijo Russell Kelly, director comercial de Hodinkee, un blog de relojes y un sitio de comercio electrónico. Hodinkee comenzó a chatear con los clientes a través de Apple Business Chat el mes pasado, después de que Shopify anunciara que estaba implementando Apple Business Chat a sus 800.000 comerciantes que utilizan el servicio de comercio electrónico.
“Los relojes son el tipo de negocio en el que es muy importante tener interacciones con los clientes”, dijo Kelly. “Con el chat en nuestro sitio web anteriormente, veríamos una pregunta y terminaría allí. Pero ahora… estamos viendo un diálogo real”.
Sophie Hill, la fundadora de la empresa de moda digital de lujo Threads Styling, que vende a los compradores a través de mensajes de texto y WhatsApp, dijo que el éxito del método se reduce a la conveniencia.
Los compradores de Hilos encuentran productos de marcas de lujo como Dior, Chanel, Hermes y Louis Vuitton a través de las publicaciones de Instagram y Story de la compañía. Al deslizarse, se dejan caer en el chat privado con uno de los 50 compradores personales de la compañía; la compañía dice que están creciendo en un 75 por ciento cada año.
“No creo que hayamos enviado un correo electrónico en como, seis o siete años”, dijo Hill. “No ha sido necesario porque tenemos conexiones constantes y continuas con nuestros clientes. Y todo el dinero que no estamos gastando en un sitio web que estamos usando para construir un equipo de tecnología altamente calificado que también actúa como compradores personales”.
Evitar la “zona de peligro” tecnológica de abusar de los datos Las grandes empresas tecnológicas ya han comenzado a ver el espacio de inicio conversacional. En mayo, Salesforce compró Bonobo, una startup de IA conversacional israelí, y Zendesk, la empresa de servicio al cliente automatizado, también adquirió una startup de comercio conversacional en mayo, la compañía Smooch, con sede en Montreal. Incluso Steph Curry se está moviendo hacia la oportunidad; el jugador de la NBA participó en una ronda de 21 millones de dólares de financiación en diciembre para SnapTravel, una startup de viajes que reserva ofertas de hoteles para los usuarios a través de mensajes de texto.
Pero, ¿podría el comercio conversacional convertir los mensajes de texto de marca en el nuevo correo electrónico promocional? El correo electrónico una vez comenzó como una forma íntima de comunicación, y ahora, según la firma de marketing en línea 99Firms, un promedio de 1,38 millones de correos electrónicos de marca se envían a los clientes al mes, con más de la mitad de los compradores eliminando los mensajes sin abrirlos nunca.
“Para sentir que eres más confiable en el comercio electrónico, es importante no enviar spam o ser insistente.” Las marcas necesitan pisar con cuidado cuando se trata de mensajes de texto, aconsejó Jennifer Fleiss, la cabeza de JetBlack, el servicio de conserjería solo para invitados de Walmart que permite a los compradores acceder a una compra de mensajes de texto por $50 al mes.
Fleiss dijo que mientras que los usuarios de Jetblack están muy comprometidos con el servicio, la compañía tiene cuidado de no bombardearlos con nada promocional. Con el abuso de datos personales por parte de plataformas de redes sociales como Facebook fresh en la mente de la gente, Fleiss dijo que el comercio conversacional también presenta una “zona de peligro para la tecnología”.
“Para sentir que eres más confiable en el comercio electrónico, es importante no enviar spam o ser insistente”, dijo. “Encontramos que a los clientes sólo les gusta cuando nos ponemos en contacto con ellos para algo que es altamente personalizado y relevante, pero si quieres adaptar un comprador y guardarlos, es en sus términos”.