As Customers Begin to Shop Through Voice Assistants, What Can Brands Do to Stand Out?

Question：is this the trend in beauty industry? Which segment do people prefer to use voice assistant? if it is true, what can Coty do to excel?

Customer management: guess customers’ need or preference.

Article structure:

Introduce a trend that in the near future shopping through voice assistants will become dominant, so that challenges will be imposed on brands and manufacturers. They have to compete for the first choice.

For strong brands, especially those nearly synonymous with certain products, it will not be a problem. Since many people have strong emotional attachments with these products, a digital assistant will have to suggest them – or else consumers will go elsewhere.

Conversational commerce

“go-to” brands: perceived to be functionally superior and emotionally connected to customers.

For mass manufacturers, new strategies should be taken.

①Make products and price superiority work，but this advantage will not last long as new entrants or competitors will catch up.

②Go Niche.

Tribal brands. They relate to people’s values and reflect their aspirations.

Key words: connection

advances in social listening and machine learning will be especially useful now that communications about a brand are owned less and less by the brand and more and more by their audiences. Manufacturers will retain an edge if they can map out how millions of consumers’ preferences are changing in real time by analyzing social media comments, audio, pictures, and video.

③Manage Customers, Not Categories

Manufacturers will also need ways to convince digital assistants that their products will realize high

returns when sold in combination with others. (the purpose is to be the first one in voice search)

guess features of consumers and then make recommendations.

 

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