The topic of voice commerce is currently still very little known in Germany and many companies are not even aware of it. Yet voice commerce offers considerable potential to make purchasing even easier for both business and end customers and to remove any inhibitions. To do this, however, it must be implemented correctly and made understandable for customers and end users. Let's take a look at voice commerce in its various facets.
Voice Commerce: A definition
The term voice commerce still has no meaning for some, even though it is slowly gaining ground in Germany. Assistance systems such as Google Assistant, Siri, Alexa or Cortana are now part of everyday life and can easily answer many user questions or execute simple commands. But what if you could not only set an alarm clock in this way, but also buy an alarm clock and have it sent to you? This is exactly what voice commerce offers: purchasing directly via digital voice assistance systems. Although currently only available from certain companies and for individual products, these shopping processes require no further interaction other than verbal confirmation.
This could significantly increase the motivation to make low-value purchases quickly in both the B2B and B2C segments. Such purchases would be noted via the voice assistance system and confirmed later or carried out immediately, for example via smartphone. Many companies are certain that voice commerce will be the future in many areas. Thanks to increasingly powerful smartwatches, smartphones or voice assistance hardware will no longer necessarily be required in the future.
Purchasing at any time and without the use of a display could bring considerable advantages.
However, for companies to benefit from voice commerce, they need to consider a few points.
Why voice commerce is not yet a standard
The opportunities for voice commerce already exist today. This is because both the technical possibilities of digital assistance systems and the availability of the corresponding hardware are fully integrated into everyday life thanks to smartphone technology. However, for this technology to be accepted by customers in their everyday lives, the processes and security aspects need to be well thought out.
The preparations that companies have to make themselves before implementing a voice commerce solution are important here.
Start small - cover regular needs
Voice Commerce is not intended for bulk purchases, but mostly for smaller, inexpensive and quickly available goods. Above all, everyday necessities can be offered very well via voice command in both the B2B and B2C segments. It is important not to overwhelm the customer. You should start with just a few offers and communicate this clearly.
Make it easy for customers with an uncomplicated and transparent ordering process. (Image: hellorep.ai)
This not only makes it easier to train the AI in the voice assistant, but also ensures that customers have to remember fewer "instructions". If the terms are also linked to your own company, you will also benefit from regular repetition in terms of marketing.
Reliable systems, clear feedback for customers
For voice commerce to be successful, it must be reliable and transparent for end users. This means, among other things, that every purchase is not only confirmed, but that there are also other ways of interacting. The user must always have an easy way to withdraw from the purchase.
The clearer and more open the communication on the part of the company, the better this offer will be accepted by customers.
A secure user interface is particularly important when purchases are processed via stored payment services or invoicing. The customer must have an overview and control of the entire process.
Similar to the Amazon Dash Buttons, customers can also meet their needs quickly and easily in voice commerce. You must not repeat the mistake of the Dash buttons of not communicating orders transparently in voice commerce.
Why voice commerce will prevail in the future
There are currently still some difficulties with the use of voice commerce in everyday commerce. However, this is not necessarily due to a lack of or immature technology, but often due to the existence of operating errors, a lack of technical knowledge and trust, as well as a lack of willingness to experiment on the part of customers.
Convincing customers with voice commerce requires trust and ease of use.
Technical innovations and increasingly positive experiences - either your own or those of acquaintances - can lead to voice commerce becoming established in more and more areas and sectors. Once this acceptance has been achieved, more and more areas and products will be able to be conveniently ordered via the various voice assistants. Preparing your own marketing and products for this possibility is therefore already of crucial importance.
Conclusion: companies can and should position themselves now
A company that wants to be successful - whether in the B2B or B2C segment - can achieve a number of economic advantages with voice commerce. For example, tech-savvy customers can be picked up or inspired with the modern ordering method. Plan now how voice commerce can be integrated into your own sales channels and what opportunities it opens up for the customer journey.
But above all, your own portfolio should be checked to see which products and offers would be suitable for such a solution. After all, not every company has the right products or customer structures for which this technology would be suitable.
Create a safe environment, remove barriers for customers and show them how they can make a quick purchase using their own voice. Connecting to the various assistance systems is already possible and offers the advantage of positioning yourself on the market early on.
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