Despite criticism from companies that have failed to integrate Bots into their marketing strategy, the fashion and beauty industries are still adept at Chatbot. More and more brands adopt them in their marketing strategy.
The question is whether this investment in Bots is paying off, and if so, why?
This article tells us why Chatbots are a popular and essential tool for ready-to-wear and beauty brands.
Try before you buy
Many brands have launched their Chatbot in the hope that one day users will naturally interact with them (especially on Facebook). Unfortunately, more than one example proves that it was not enough to encourage customers to create a real relationship with the company. They have failed to create added value for their customers.
For ready-to-wear and beauty brands, it’s different. Indeed, Chatbots can solve the number 1 obstacle of e-commerce: try the product before buying it. This is particularly problematic for cosmetic brands. Customers can not, for example, test the color of their foundation before ordering it.
By incorporating AR in ChatBots, brands are now able to find the right shade of lipstick or foundation just from a photo.
Estee Lauder is using this new technology to perfection. The brand makes it possible to test the different shades of lipstick virtually. The customers have the same service as in the store, but at home. This option encourages consumers to go to the act of purchase.
A stylist online
For ready-to-wear brands, the ability to “try before you buy” is limited. Even with the ARs, trying on clothes virtually remains difficult. However, fashion companies have found a system to attract consumers: personalized advice on style.
This means that brands can combine basic customer service with personalized recommendations. This process aims to reproduce the experience that the consumer would live in the store.
There are of course limits to this ChatBot. The success of this technology depends largely on its progress. The best brands will be those that will come to customize the tips. To illustrate this, we can take Levi’s, which asks users questions about their size, preferred model, the fit they want, and so on. to suggest the jeans that will fit them perfectly.
Another undeniable advantage of the brand is that it uses True Fit technology. It is designed to increase the chances of providing the perfect model to customers. This tool can significantly reduce the return rate.
In addition to providing useful tips, the Chatbot saves the user time, thus avoiding the need to browse the site for hours, without finding the product that suits him.
The question we can ask is: is it really important that the bot clearly has nothing human? Not really – indeed, users do not dwell on this point if the Bot brings a real added value.
One of the biggest obstacles to Chatbots success is that many consumers do not know they exist. Many brands have failed in promoting their robots. Users discover these ChatBots when they try to communicate with the company.
However, recently, Facebook has launched a new plug-in that allows businesses to integrate Messenger into their own websites. This allows users to interact with Chatbot on mobile, desktop and tablet devices.
So, will other brands (other than ready-to-wear and beauty) start investing in Chatbots? Certainly. With the advantages mentioned above such as the integration and customization of the RA, it is clear that some industries have every interest in investing in this tool.