Earlier this year, Attentive released a report that surveyed more than 5,000 responses. In that report, it showed that consumers increasingly are opting in to receive text messages from brands with 81% subscribing to at least one brand through SMS.
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In the past three months, 63% of survey respondents who subscribe to a brand made a purchase from a text message, indicating consumers are more likely to be engaged with a brand if they are opted into SMS, the report finds. These consumers also expect interactions with brands to be conversational, as 90% of respondents expect fast response time and more than 74% expect a direct response from a real person, it adds.
This research is shining a spotlight on conversation commerce, which is defined by interactive, people-driven experiences that support the consumer buying experience, converging text messaging and shopping.
“The mobile device is the new storefront for brands,” said Sara Varni, chief marketing officer of Attentive, in a statement. “With a decrease in physical store presence, businesses are trying to figure out how to create a high touch experience in a digital world. Conversational commerce meets customers where they are — on their phones — and now brands can deliver that same curated and personal experience through two-way messaging.”
Attentive research notes that conversation commerce taps into the three consumer shopping trends: convenience, hybrid shopping and loyalty perks. The following are highlights of those trends from its “The State of Conversational Commerce in 2022” report:
As beverage-makers look for new ways to engage with consumers, conversation commerce could be the ideal way to build on the path to purchase. BI