In today's deeply connected digital environment, consumer engagement is key. span Multiple channels, features of For brands to effectively manage access to their products and services is paramount to their continued success. Now imagine a world where every customer is welcomed and guided seamlessly, similar to the personalized service provided by a luxury hotel concierge.
Just as concierges ensure a seamless experience, retail brands are taking a similar approach virtually. This includes creating a digital persona that greets and guides customers and provides personalized support. More retail brands are adopting similar strategies to substantively meet the diverse needs of today's consumers.
By adopting the concept of a digital concierge, businesses can improve customer satisfaction, foster loyalty, and stand out in today's competitive marketplace. It's no longer just about selling products and services. It's about curating unforgettable experiences and building lasting relationships with customers.
The concept of “concierge commerce” symbolizes the evolving shopping modes of today's online consumers, driven by emerging trends such as voice shopping, video commerce, and live shopping. Similar to the role of a concierge at the entrance of a hotel or any point of entry to a diverse environment, the concierge in next-generation e-commerce will serve to welcome and guide individuals as they embark on their customer journeys.
Recent data illustrate the importance of this role. Armo reveal it Romania ranks third among EU member states in Central and Eastern Europe in terms of online sales. E-commerce accounts for 3.17% of our country's GDP and ranks 12th in continental Europe among the 37 states analyzed.
Central to the appeal of concierge commerce to a burgeoning number of consumers is the omnichannel nature of the shopping experience, which seamlessly traverses various touchpoints.
The intersection of physical and digital retail is becoming commonplace, with smartphones being promoted as a conduit between these realms. Smartphones are now the most commonly used touchpoint before finalizing a purchase, offering personalized offers, tap-to-pay options, and concierge-like support.
Voice shopping: Driving growth through voice assistants
Smartphones aren't the only devices driving changes in shopping behavior. Voice shopping has emerged in recent years as an important trend reshaping the customer experience. Voice assistants such as Alexa, Google Assistant, and Siri have enabled consumers to make purchases using their voice. These voice assistants are integrated into home smart speakers or can be accessed from your mobile phone. This innovation relies on advanced AI algorithms to accurately interpret consumer requests and guide them through the purchasing process. Worldwide, Voice assistant e-commerce transactions soar to nearly $20 billionhas quadrupled since 2021. The appeal of voice shopping lies in the widespread adoption of smart speakers and voice assistant apps, offering a simplified customer experience through voice and conversational interfaces. However, there are still barriers to widespread adoption, such as proprietary vendor restrictions. For example, only Amazon Prime members can shop through Alexa, and concierge functionality is limited to a single platform.
Current trends from video commerce to live shopping
Driven by platforms like TikTok, video commerce stands out as a rapidly rising trend. Typically, an influencer introduces a product in a pre-recorded or live video and shares a link that directs viewers to a landing page or her website for purchase. This highlights the transformative influence of social commerce, as evidenced by the widespread adoption of the #TikTokMadeMeBuyIt hashtag and its over 50 billion views worldwide.. This exemplifies the disruptive power of social commerce. on last year's podcastThe Wall Street Journal said social media shopping, not just what TikTok generates, will be a $100 billion market in the US by 2025.
In fact, video commerce is not limited to social networks, but can be considered part of the current mainstream trends. live shoppingalso known as live commerce, live stream shoppingor live video shopping. This is a strategy where retailers showcase their products in online videos and interact with buyers at the same time. real time. 2022 McKinsey Survey He explained how the phenomenon emerged in China in 2016 with the launch of Alibaba's Taobao Live and how it has since exploded in other markets, including the US and Europe.
Concierge commerce and live shopping: The case of Xiaomi and Nestlé
a Research conducted by VTEX and DOXA According to research, live shopping is still relatively unknown, with 72% of respondents saying they have little familiarity with this buying and selling model. However, this does not negate the trend for retailers to add this purchasing method alongside other purchasing methods, as claimed by four out of 10 survey respondents. This trend is based on the fact that interactions with potential buyers lend themselves to very flexible formats, from tutorials to interviews and even behind-the-scenes peeks. Regardless of the format, streaming also includes interactive elements such as games, quizzes, and gadgets to increase viewer engagement.Between Brands that tested the effectiveness of live shopping It's a name like xiaomi and nestle's live shopping sessions delivered conversion rates unattainable through traditional channels.
In 2021, the Chinese telecom giant organized a 40-minute live shopping event in Mexico. The event coincided with the day Xiaomi recorded its highest sales rate since it began its expansion in the South American country.
On the other hand, Nestlé chose B2E (Company vs. Employer) e-commerce, aimed at its own employees as a space to experiment with live shopping. Having exceeded expectations in this field, the Swiss multinational has launched several similar projects in its own sales channels and those of its partners, bringing them into a common joint marketing strategy.
Concierge commerce thrives in the realm of live shopping, but its potential extends beyond this realm. This digital concierge is not limited to one trend. It's a master of all things seamlessly weaving audio, video, and live interactions into an unforgettable purchasing experience. From the first encounter to the last transaction, it is important to create a journey that leaves an unforgettable impression, turning every shopping moment into a memorable stay in a modern commercial “hotel”.
