Last year saw many changes in the customer experience area with etailers trying out various options to keep them hooked. Live-chat was one of the most effective tools with almost all of them adopting them in one form or the other. To keep customers engaged, Myntra and Jabong started offering fashion advice and styling tips through phone and chat.
Taking this a step further, we hear now Flipkart and Jabong have plans to tread the instant messaging path to interact with customers and understand their preferences and hassles. They have tied up with WeChat, Chinese instant messenger, to connect sellers and customers.
Also, they have tied up with Line, Japanese messaging app, to enable users to make credit card payments.
“WhatsApp is a bit of a walled garden but we’ve started experimenting on other platforms like WeChat and Line,” said Mausam Bhatt, senior director, mobile commerce & digital marketing, at Flipkart. According to them, their Line account launched in October got more than 250,000 followers in a week and their WeChat account got thousands of followers.
How do Indian customers respond to instant chat option?
“Instant messengers like WhatsApp or We-Chat are extensively used for personal conversation. However, we have seen good traction through our messenger account,” said Praveen Sinha, founder and MD of Jabong. The company has a team of stylists who keep in touch with loyal customers through WhatsApp. “We have seen around 25% repeat rate wherein customers are coming back with more queries,” said Sinha.
Paytm also has the instant chat option integrated into the platform to connect sellers and buyers before purchases are made.
Can instant messaging option promote online sales?
In matured markets like Japan and China, instant chats are a huge marketing tool for online retailers like Alibaba. Apparently, a leading Chinese etailer JD.com’s sales through mobiles increased by six times in 2014 after integrating instant messaging option to their operations.
Transactions through mobile are popular in the Indian market with increased access of customers to smartphones and credit cards. It is only natural that online retailers would want to cash in on this opportunity to make online shopping one step more convenient and hassle-free!