Many retailers and brands are currently working to address the seismic shift that’s taking place right now: voice. It’s understandable as the usage stats are staggering: 69 million consumers used a voice assistant in 2017 and 20% have already made voice enabled purchases. Alexa has found its way into 30 million homes, and teenagers are using voice commands more than text.
This is bigger than just hype, which is why 50% of all search is projected to be done with voice by 2020.
Many retailers have entered the voice market by leveraging smart speakers, and assistants provided by Amazon and Google. They’ve paid attention to consumer behavior and have seen the impact these devices are having on the world. Google and Amazon are brilliantly and methodically building the framework to own the voice points of contact consumers will have with retailers, and most brands in the future. Some are going as far as to say that voice assistants could draw customers away from websites and stores, in favor of a speaker-first world.
These assistants and the experiences they enable are basic today, getting consumers comfortable and trained on voice features for music, entertainment, weather, search, and of course shopping.
Retailers are now asking the “elephant in the room” question, which is: with a growing mobile channel and a need for a voice strategy, how can I deliver an experience consumers want that isn’t solely tied to a smart speaker? How can I improve mobile, a channel that we’ve invested millions, while using a new technology that our customers love?
Alexa can’t solve your attrition rates, or drop-offs in customer loyalty, and a Google Assistant command can’t improve your mobile conversion rates, which will be even more impactful as revenue from mobile continues to grow. That’s why retailers need to own their own voice experience. One that lives on their own digital properties, and solves real business problems today — where customers are already shopping.
Voice is 3x faster than typing, aiding the consumer search experience – quite simply, voice enables users to find what they’re looking for much faster. In the case, of mobile, where search experiences are poor and customers have little reason to buy on their devices – voice will dramatically impact the way customers shop on their phones.
By owning their own voice experience, retailers can put their brand front and center to ensure that it’s designed, managed and owned by them. One that enhances the digital properties they’ve spent millions optimizing. And an option that ensures they get the data and learnings to develop their retail experience of the future so they continue to own the relationship with their customers.
Retailers need their own voice experience. And that experience isn’t a standalone speaker skill — it’s a native voice experience integrated into their digital properties.