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For eBusiness & Channel Strategy Professionals

The State Of Chat In Retail, 2021

Consumers Use Chat For Customer Support, Including Prepurchase Support, But Not For Commerce

March 23, 2021


Why Read This Report

As consumers increasingly opt to engage with retailers and brands via chat, firms must ensure that customer experiences are efficient, effective, and effortless. Digital business pros have used chat for years, but few retailers have mastered using conversational interfaces to engage customers during the shopping journey. We reviewed 113 US retailers across categories such as fashion, electronics, travel, and quick-service restaurants (QSRs) to evaluate the current state of chat in retail.

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Table of Contents

  • Retail Chat Experiences Are Ubiquitous But Dated
  • Consumers Don't Buy Through Chat, But Chat Influences Purchases
  • Future Retail Experiences Will Be Fluid, Relevant, And Convenient
  • Recommendations

  • Take A Methodical Approach To Building A Chat Strategy
  • What It Means

  • Conversational Interfaces Will Moderately Impact mCommerce
  • Supplemental Material
  • Related Research Documents

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