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The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

Ever chatted to a brand via text message? Several fashion companies like Tamara Mellon, Burberry and Reformation are jumping on board  conversational commerce,  a term coined in #SiliconValley that speaks to companies that interact with shoppers on chat platforms like text messaging, WhatsApp and social media direct messaging. Proponents describe the approach as an upgrade to the  chatbots  that started popping up on retailer s websites around 2015. But the technology never quite matched the hype, with chatbots  automated conversations coming across as  clunky and impersonal.  Instead, brands that have been interacting with customers through chat say it provides a level of intimacy often missing from #digital commerce.

Tamara Mellon started texting with shoppers last year via #Apple Business Chat, a platform which allows brands to communicate with shoppers as though they were one of their contacts. When shoppers click  let s chat  on the company s site, they are dropped into a text message with one of five employees. Customers can send product requests via text message; they can also send photos of themselves and ask for shoes that match their outfits. Chat now makes up 11 percent of Tamara Mellon s sales, which total over 30 million. In June, the company raised 50 million.

Brands looking to conversational commerce are inventing ways to overcome one of the biggest challenges facing advertisers today: that a growing amount of consumers  activity online takes place in private chats with friends and family, rather than on marketing-saturated public feeds. Will the tactic pay off? [Link in bio]  : @tamaramellon
Ever chatted to a brand via text message? Several fashion companies like Tamara Mellon, Burberry and Reformation are jumping on board conversational commerce, a term coined in #SiliconValley that speaks to companies that interact with shoppers on chat platforms like text messaging, WhatsApp and social media direct messaging. Proponents describe the approach as an upgrade to the chatbots that started popping up on retailer s websites around 2015. But the technology never quite matched the hype, with chatbots automated conversations coming across as clunky and impersonal. Instead, brands that have been interacting with customers through chat say it provides a level of intimacy often missing from #digital commerce. Tamara Mellon started texting with shoppers last year via #Apple Business Chat, a platform which allows brands to communicate with shoppers as though they were one of their contacts. When shoppers click let s chat on the company s site, they are dropped into a text message with one of five employees. Customers can send product requests via text message; they can also send photos of themselves and ask for shoes that match their outfits. Chat now makes up 11 percent of Tamara Mellon s sales, which total over 30 million. In June, the company raised 50 million. Brands looking to conversational commerce are inventing ways to overcome one of the biggest challenges facing advertisers today: that a growing amount of consumers activity online takes place in private chats with friends and family, rather than on marketing-saturated public feeds. Will the tactic pay off? [Link in bio] : @tamaramellon

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