This is especially true when people can shop with friends, which we make easy to do with our keyboard-based model. Viber’s approach is message-native, meaning we believe shopping can also be a form of communication. Why does this matter? How does Viber change the e-commerce options already out there for brands? Messaging apps can also make the experience more personal, both in catering directly to the customer’s needs and because the act of chatting through these apps is familiar, similar to how they would interact with a friend. Messaging apps allow brands to address shorter and easier customer service questions through chatbots or standard Q&As, as well as develop customer support to address more complex questions through real-time chat interactions with an agent. How can e-commerce brands create a better customer service model through messaging apps like Viber that will impact their retention/customer loyalty?įor brands and vendors looking to improve their customer experience, customer service is a great place to start. When using a platform like Viber, these one-on-one engagements also provide more privacy for consumers. When consumers are able to “opt-in” to a conversation it creates a different kind of engagement-one that has proven more meaningful in customer loyalty. Messaging apps however can take these interactions to the next level. Social Media is typically focused on group interactions, and therefore proves to be a great way to collect feedback or share a question with a large group. What are the advantages for brands to use messaging apps for e-commerce?Ĭustomer experience is critical for brand loyalty, and messaging apps provide the advantage of one-to-one interaction and engagement that other platforms don’t allow. For example, personalized customer rewards and great customer service outside of Amazon. There are many key follow-ups needed to sales like Prime Day in order to turn one-time customers into repeat customers. Not only do some members sign up for Prime purely for the deal day Sales, but in addition, these Sales often result in one-time purchases instead of long-term customer loyalty. Are deal days like Amazon Prime Day a good way for e-commerce brands to create loyalty with new customers?Īlthough brands and vendors may believe that they’ll gain long term benefits from major deal days such as Amazon Prime Day, the Giant Sales numbers may not speak to the realistic outcome. And Viber’s unique keyboard format for e-commerce is an easy and message-native way to share and shop with friends. This means that when brands do interact with users, the users are more receptive to information and are more likely to have a meaningful engagement than if they were served a targeted but meaningless ad. As I mentioned, Viber is end-to-end encrypted by default, meaning we aren’t able to read or provide our advertisers access to users’ private conversations or calls. Viber’s security is a major differentiator. How is this platform different than what other Social Media companies and messaging apps are doing? As the VP of e-commerce at Rakuten Viber, I work with my team to develop the entire e-commerce strategy including features like Viber’s native shopping keyboard, which allows users to discover and share products. We don’t give brands access to our users’ personal and private information to serve targeted ads-we only allow brands to target users from their activity and engagement in public forums, groups or communities. On the e-commerce side, we work with brands to advertise directly to consumers who consent to engagement. Viber provides a secure platform for private conversations-we’re end-to-end encrypted by default, meaning that we can’t and don’t read or monitor private conversations or listen to private calls happening between users. Viber is the third-largest messaging app in the world with 1 billion registered users. Tell us more about your role at Viber and Viber’s e-commerce platform.
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