Let me introduce you to my new best friend. Yes, in a household with three active children, a busy, distracted husband, and two “unruly” dogs (as described by my curmudgeonly neighbor), my Amazon Echo is my dearest friend. She actually listens to what I say and acknowledges my requests!
Yesterday, I had Alexa read me the news. The day before, she set a timer for 25 minutes so I wouldn’t burn the muffins. She plays my favourite music on demand and adjusts the volume to my liking. If she had arms, I would hug her—every day.
But there is more to Alexa than meets the eye. Did you know that she is also the ultimate shopper? Yes, indeed! Assuming that the items that you are seeking are either commodity—such as pet food or packaged goods—or easily described, such as a book or a song, Alexa can do your buying for you—at the sound of your voice.
This is your newest retail channel. We will be discussing this and more in our upcoming webinar on February 15.
As retailers and manufacturers, who are targeting consumers directly, strive to get the right offer to the right consumer at the right time, an additional channel can open up new opportunities, while also adding operational complexity. In the case of voice, the ability to utilize the technology and the channel effectively is key. And to do this, you need great product information.
Since consumers who order products via Amazon Echo, Apple’s Siri, Google Voice, or other voice-activated apps are likely not looking at a mobile device or laptop at the same time, they are not seeing product images or reading descriptions and specifications. It is imperative that your product information is complete enough for the service to recognize what the consumer is trying to order.
Not only that, but also your product description needs to utilize the key words that a consumer would use. Chances are, a consumer will order a “blue phone case for Samsung Galaxy S7” not an “aqua ombre glitter sparkles” S7 phone case. Your product information needs to tell appealing product stories using common, everyday terms.
Because consumers will be able to review a shopping cart to ensure that their order is correct, your product information needs to be discrete and concise enough to select the needed product with a superior level of accuracy. Basic information such as product titles, brands, and SKU numbers needs to be exact. In addition, your product information needs to be consistent across channels so that your consumer can view a product online and then be able to order the product later via voice with a high degree of confidence that the selection is the same product.
The advent of voice shopping can help retailers truly meet shoppers where they are, in those “micro-moments” when a product need crosses their minds. However, to make that great first impression and keep shoppers coming back to you through this channel, it is critical that you serve up the right content and product options. Keep this new channel in mind when you are crafting your product information. It might mean telling a simpler, more concise product story.
In the meantime, join inRiver and our partner Absolunet on February 15, 2017 at 2PM CST for a webinar on this and other eCommerce trends affecting retailers. Register here for this informational event!
Kathryn Zwack, Senior Content Marketing Manager North America, inRiver