Education in a Multicultural Society

Think back to the best shopping experience you ever had. Chances are it involved a well-informed and upbeat salesperson who engaged with you, asked about your needs and guided you through the purchase. You left knowing you made the right decision.

This kind of conversation-driven sale—high on empathy and knowledge, low on price and haggling—has long been a staple of successful retail loyalty. It focuses on understanding the needs of consumers and delivering an exceptional experience. But in today’s continually upended shopping environment, that conversation between seller and buyer is as likely to take place with an AI-driven bot as it is with a friendly associate.

Welcome to the age of conversational commerce.

Coined by Chris Messina, the inventor of the hashtag, the term “conversational commerce” refers to the ability of a digital tool to interact with a consumer using natural language. Combining rich interfaces and AI, retail brands are using tools like virtual assistants and chatbots to scale relevant, personal and helpful interactions with their customers. And the timing couldn’t be better for an industry that needs to tip the scale back to providing a great shopping experience....

Via Jeff Domansky

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