How Online Sellers Are Bringing Back The Good Old Human Touch Of Retail Commerce

How Online Sellers Are Bringing Back The Good Old Human Touch Of Retail Commerce

We all have come across thousands of articles on:

“Why online commerce is the future and brick & mortar stores will be a part of history books”

But none of such stories have answered the Questions of:

  1. Will online experience and offline experience be the same?
  2. Will we ever have any human intervention in online stores?

I finally got a chance to throw this question to one of my clients who is successfully running an ecommerce marketplace.

We had a detailed discussion and he introduced me to a new feature on his store which was the answer to all my questions: A real time chat application embedded in his website and mobile app to allow users to chat with sellers in real time.

Thus, the quest to introduce the Midas touch of human presence to online commerce and recreate the same personalized experience of retail commerce gets resolved. Users can now consult past purchasers to seek real-time reviews, contact sellers for product enquiries and get in touch with Customer Support for returns and refunds.

To better help me understand he explained with a few case studies which I am sharing with you:

Buyer-Seller Chat

One can initiate a chat with the seller with just one click and resolve all queries in a private real-time chat. This is as simple as we do in offline stores.

You can use text to speech, voice call, video call or voice note as per your convenience.

You can also share images, links, location etc as additional data points. As a seller, one can expect more leads and expect faster conversions. It is estimated that the queries which are answered within 5 minutes of posting can expect the conversion rate of up to 100x.

A buyer can also get multiple quotes of the same product from various sellers in private chat and decide accordingly. The struggle of walking to different stores and bargaining is no longer present instead they have everything at the click of button.

Customer Support

The antiquated methods of customer support based on ticketing systems and IVRs are prone to bottlenecks and in most cases result in anguished users. On the contrary real-time customer support by means of In-app Chat is quick, convenient and hugely cost-effective. In a recent survey conducted by analyst firm Ovum, 44% respondents chose messaging as their preferred mode of communication.

This coupled with machine learning and integration of chatbots for basic query handling can reduce the customer support overhead exponentially and also enable support during off-hours.

Getting authentic feedback about product and services from customers is a big struggle for every organization. If a person walks in a store then he either explicitly showcases his experience or in certain cases feedback is collected on survey forms. With real time messaging collecting feedback is easier and non-intrusive with simple MCQs and rating scales, which users can fill at their convenience.

Social Commerce

Social Commerce is a term which has come into practice in last decade but has been in practice since ages.

Most of us prefer going out with our loved ones for shopping. The same experience can be replicated with In-app chat so that users can continue to discuss, share and decide what to buy, together. You can have one to one or a group chat with friends and discuss your choices via the app or website. You don’t have to switch apps or browser tabs.

You can also receive highly targeted offers based on your interest and behaviour from sellers who you love to purchase from. Get offers which are actually tempting or engage with sellers and get the best deal as you have been doing in offline stores.

In offline stores, we often get discounts if we become regular customer and with time the sales personnel learns about our interests and when we walk in next time he offers us products accordingly. Can this happen in an online store?

I asked my friend in ecommerce:

“Yes, it can happen in my online store. With time we will offer products which is actually his need. Since, the messages are being exchanged on my website or app, one can analyze and predict the nature of each and every customer. Soon every customer will have a well-defined interest group which will help them get relevant offers and products”.

You must have now understood that how online sellers are bringing back the good old human touch and focusing on getting conversations to happen on their website/app because

Conversation-> Engagement-> Conversions

In case, you are still wondering on how to go about getting an in-app chat and messaging for your website/app, talk to the experts from this domain Applozic, a complete end to end communication platform.


This guest blog post is by Satadeep Biswas of Applozic

About Author: Satadeep Biswas has in-depth understanding of all the digital marketing channels from search engine optimization to social media optimization. A Data-Nazi by nature, he specializes in conversion marketing strategies to strike the right chord with the right people who can benefit from unique SaaS solutions. Currently associated with Applozic, he is heading the marketing team of the organization.


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