Lucidworks: Chatbots and recommendations boost online brand loyalty
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Closures linked to the pandemic have led consumers to divert most of their shopping to online – and many of those shoppers are now reluctant to return to stores as businesses begin to reopen. A recent survey of 800 consumers conducted by cloud computing company Lucidworks found that 59% of shoppers plan to either avoid in-person purchases as much as possible or visit stores in person less often than before the pandemic.
As the world stabilizes, shoppers want brands to deliver a multi-faceted shopping experience: extensive chatbot capabilities, diverse recommendations, and personalized experiences that reflect personal preferences and history, found Lucidworks in his study. More than half of the buyers surveyed, 55%, said they use a site’s chatbot on every visit. US buyers use chatbots more than their UK counterparts, at 70%.
The majority of buyers, 70%, use chatbots for customer service, and 53% said they want a chatbot to help them find specific products or check product compatibility. Just under half, or 48%, said they use chatbots to find more information about a product, and 42% use chatbots to find policies such as shipping information and how to get refunds.
A quarter of buyers will leave the website to look for information elsewhere if the chatbot doesn’t give them the answer. Brands that deploy chatbots that can go beyond basic FAQs and can perform product and content discovery will deliver the full chatbot experience buyers expect, Lucidworks said.
Respondents also stressed the importance of content recommendations. The survey found that nearly a third of shoppers said they found ‘suggested content’ recommendations useful, and 61% of shoppers enjoy researching through reviews on the brand’s website where they will be shopping. . Just over a third (37%) of shoppers use marketplaces such as Amazon, Google Shopping, and eBay for their research.
Brands should try to offer something every step of the way, from research to purchase to support, in order to keep shoppers on their sites longer. What online shopping will look like in the years to come is defined as the world reopens. Brands that are able to understand a buyer’s purpose in the moment and deliver a connected experience that understands who the buyers are and what they like are well positioned for the future, Lucidworks said.
Lucidworks used a self-service survey tool, Pollfish, at the end of May 2021 to survey 800 consumers over the age of 18 (400 in the UK and 400 in the US) to understand how shoppers interact with chatbots, product and content recommendations, where they prefer to research and plan for future in-store purchases.
Read the full report of the Lucidworks US & UK Consumer Survey.
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