Gartner Research

Retailers Must Move Beyond Chatbots to Gain Competitive Advantage Through Conversational Commerce

Published: 06 May 2019

ID: G00355528

Analyst(s): Kelsie Marian, Miriam Burt

Summary

Technology provides new opportunities to connect with customers who increasingly expect a conversational style of interaction across channels. Retail CIOs can use this research to explore examples and develop a strategy to employ conversational commerce technologies to improve revenue and profit.

Table Of Contents

Analysis

  • Mobile Messaging Apps Are Now a Mainstream Form of Communication — With Consumer and Retail Use of Other Conversational Technologies Ramping Up Around the World
  • Use Cases for Chatbots, VCAs and VPAs Will Increasingly Overlap, Driving the Need for Seamless Integration Among Conversational Channels
  • To Leverage Conversational Commerce Technologies at Scale, Retailers Must Transform Enterprise Workflows to Deliver Excellent Employee and Customer Experiences
  • Recommendations and Next Steps for Retail CIOs

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