Best Practice Report

Conversational Commerce Use Cases In Retail: Prepurchase

Discover How Retailers Engage With Customers During The Shopping Journey Via Chat Today

May 8th, 2024
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
Christina McAllister, Senior Analyst
Christina McAllister Senior Analyst
Nicole Murgia, null
Nicole Murgia
With contributors:
Fiona Swerdlow , Taylor Hansen

Summary

More than half of US online adults have used text-based support (i.e., chat) to get help from a company in the past 12 months, according to Forrester’s November 2023 Consumer Pulse Survey. To better understand the state of chat experiences in retail today, Forrester reviewed 100 US retailers’ chat offerings over six digital channels including desktop website, mobile website, mobile app, and third-party platforms. This report analyzes how retailers’ chat experiences help their customers during the prepurchase stage of the shopping journey. It is part of a series that provides digital leaders with use cases for conversational commerce during the shopping journey.

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