With the arrival of the end of the year, companies across the country are intensifying preparations for the sales season, what does Black Friday include, Christmas and Cyber Monday. In 2023, the Infobip, global cloud communication platform, processed 2,7 million mobile interactions during Black Friday and 2,5 million on Cyber Monday, signaling the growing role of mobile technologies in sales. Infobip specialists project that in 2024 investment in mobile communication tools is expected to grow even more, following the importance of smartphones as a purchasing channel for millions of consumers in Brazil
According to a recent study conducted by the company in Brazil, 43% of respondents said they enjoy interacting with chatbots, and 64% agreed that it is more efficient to start a conversation with a chatbot and, if necessary, transfer to an attendant. The rise of automated customer service is due to several factors. From the basic benefits, como disponibilidade 24/7 e respostas instantâneas, even the effort of companies to improve this technology and provide the best experience for the customer. In times when demand is high, mainly sales through messaging, chatbots are an excellent alternative for performance improvement, explain Bárbara Kohut, Latam product specialist at Infobip.
Having various tools, cell phones have become true allies of retailers for the promotion and purchase of products and services. In this context, social networks, especially WhatsApp, also gained strength. For year-end shopping, people seek practicality. With the increase in Black Friday promotions, the volume of customers is naturally larger and, therefore, companies must be prepared to serve them by providing a seamless shopping experience, in which products can be purchased with a few taps on the smartphone screen, details Bárbara.
Fixing problems and knowing your audience
Although they are more accepted today, chatbots still have some difficulties that need to be studied by companies that use the tool to assist in their sales. According to the Infobip survey, 53% of respondents reported that the difficulty of virtual assistants in understanding the context of their problems was an inconvenience. In a mobile environment, this type of obstacle is a strong competitor in making the consumer give up on clarifying a doubt, be truly helped, you can buy the product you want.
In moments of Black Friday, chatbots and virtual tools must be ready to assist the consumer in the best possible way — without obstacles creating barriers between the initial communication and the completion of the purchase. That's why, retailers must pay attention to their type of customer, anticipating possible communication barriers and questions that may arise.
In Brazil, 86% of consumers said they would engage more with companies if they offered more personalized service. Personalization, today, is key to successful campaigns. Companies need to know what the preferred communication channel of their audience is, what type of language should be used, what product and service recommendations to make.
"It is very important for the brand to know its audience", know which age group it belongs to and the main preferences, highlights Bárbara. "This way, it is possible to create more efficient communication strategies, that show appreciation and concern for the customer's opinion and preferences — what will be converted into good sales results, finalizes.
