Conversation Breakfast: Key Insights and Takeaways

On the 19th of June, iAdvize hosted a Conversation Breakfast to gather leading brands and pioneers across the Conversational Marketing space. The aim of this London based event was to educate and discuss how to deploy a real-time, authentic experience online using innovative technology and providing the right respondent for online visitors.

So, what did key brands such as WeChat, Vodafone, Facebook and Cult Beauty have to say? Lets take a look at the highlights.

Successful businesses offer an experience

Julien Hervouët, CEO of iAdvize, introduced this event by explaining why it is now important to sell an experience rather than a service. Consumers now expect an authentic experience when interacting with with brands and expect to converse with them just like they would with family or friends. Julien then goes on to explain that…

“There’s a huge disparity between the personalised, human touch that can be offered in-store and the level of customer experience that is available online. Today it is all about the power of emotion, conversation and relationship building. As customers’ expectations continue to grow at rapid speed, retailers are quickly realising the need for a multi-layered approach including the use of third party independent experts, offering authentic advice.”
Julien Hervouët, CEO of iAdvize

Ian Jindal sees relevance as your key to success

We had the pleasure to welcome Ian Jindal, Founder and Editor in Chief of Internet Retailing as one of our Conversation Breakfast speakers.
He shared that 41% of all customer visits across Europe go onto two websites: Amazon and eBay. Why is this the case? Marketplaces are relevant as they combine extensive products with consistent interfaces and even brands like Nike which initially refused to work with Amazon finally joined the marketplace to access the huge amount of customer data provided by Amazon.

Read our latest research in partnership with Internet Retailing.

Messaging is our new favourite means of communication

Ed Lovelock, Regional Product Marketing Manager at Facebook told us messaging has evolved. It’s not simply a chatting tool anymore, it’s now about group communication and it’s visual. We now use a new visual based language of hieroglyphics.

– 80% of adults and 91% of teenagers message every single day
– 77.8% of worldwide smartphone users use a messaging app every single day

Messaging is the fastest growing form of communication and it can be used in many different ways by businesses. People message on different apps for different reasons, businesses need to know these behaviours and act accordingly and create a presence where their customers and prospects are.

Evolving in the UK digital space, a panel discussion with Vodafone & Cult Beauty

Vodafone and Cult Beauty helped us understand what their main challenges are within the UK market when it comes to implementing a Customer Experience Strategy

Adrien Brigginshaw Multi-channel Sales & Distribution Vodafone

“We want customers to connect online via omni-channel, but we also want to interact in stores”

“We want to combine the best of digital with the best of human experience.”

“60-70% of transactions are service transactions in store. We need to know how to blend sales and service together. Our main challenge is to unify services.”

Helen Baynes Director of Customer Experience Cult Beauty

“We need to shift to using messaging for post-purchase as a different option to post-purchase emails. Lots that needs to be done to enable pre-purchase conversations.”

“We need to understand the emotional drivers behind a customer purchase. Cult Beauty is looking to start measuring and quantifying the impact as they move through the customer journey. Our aim being to provide a holistic experience.”

China: Where messaging goes beyond conversation

Enrico Plateo, Business Development Manager Europe for Tencent, addressed the Chinese market. He explained how digital basically means mobile in the United Kingdom. His tip for businesses wanting to break into the Chinese market is therefore to think about mobile before desktop.
And the Chinese mainly use one messaging app: WeChat, which gives you the possibility to develop a huge presence online and get in touch with users efficiently. It is also a very advanced app. There are 1 million transactions per minute through WeChat Pay because the app allows users to go to a store and pay directly from the app for example.

During this Conversation Breakfast, we explored how unlocking the power of emotion, authenticity and peer to peer conversations can ensure that retailers can stand out from the crowd and become the destination of choice for consumers.

Read our latest research in partnership with Internet Retailing.


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