A new report by the leading digital agency Lab.co.uk has revealed that voice search, 3D modelling and chatbots are the most significant ecommerce trends in 2017. Below we take a look at each of these three trends and look at what they mean for the ecommerce industry as a whole, as well as what Tom Head from Lab.co.uk thinks about the trends in question.
Voice search has been around for a while but it has taken the launch of Amazon Echo and Google Home to really bring the technology to the fore. More and more people are now using voice search on a regular basis and for some of these, their device is almost part of the family. Tom Head, sales and marketing director at Lab says:
“Recent research by Comscore suggested that, by 2020, 50% of all online searches will be voice searches. Google have categorized different situations in which people use voice search, such as ‘want-to-know’ moments and ‘want-to-buy’ moments, collectively calling these micro-moments. A good guiding principle for brands is to be there for all micro-moments of the consumer journey, not just when someone is ready to buy.”
With ever improving browser capabilities and client side processing power, customers can now enjoy much more immersive experiences for customers. 3D modelling is being used by more and more ecommerce companies to show products or provide a more in-depth perspective. When done well, this can result in a higher engagement from customers, more memorability and can help to increase conversions.
Discussing the advances in 3D modelling tech, Head says: “Alongside the growth in augmented and virtual reality, we’re starting to see more examples of these engaging models, along with new front-end interactive experiences being used to differentiate from the competition and connect with consumers.”
AI may be somewhat overhyped sometimes, but chatbots are something that are definitely worth a look at and something that we are seeing more and more of. For the first time in recent years messaging apps have surpassed social networks in terms of active users. This drive in adoption means that there are plenty of opportunities to get in front of users – capitalising on where their attention is currently. Chatbots can be integral to this.
Head says: “The first step is to review your customer journeys to see where you could gain by automating elements of the experience. ‘Narrow’ AI, which is specialized artificial intelligence designed to do one thing very well, is where the most effective work in chatbots is currently happening, including examples such as facial recognition, providing advice or finding and ordering a product.”