Luxury Brands Using Chatbots: Chatbots are created to answer people’s questions without human intervention, using pre-defined scripts to permit companies to automate tasks and improve real-time engagement.
Thanks to these advances, many businesses worldwide have the chance to interact directly on social media with their audiences and build one-to-one relationships that provide value for his or her customers and allow brands to feature a further layer to their Social CRM strategy.
So, how can the posh industry repose on this chance to supply their customers with a web experience that supports their offline activities? Here we take a look at five luxury brands that are using chatbots for their business growth.
1. Burberry – Luxury Brands Using Chatbots
Always quick to leverage new technologies and among the foremost digitally innovative luxury brands since digital became a thing, “Burberry” launched its chatbot during NY Fashion Week in September 2016.
Originally, the bot allowed fans and customers to travel behind the scenes of their September collections and gave fans the choice to shoot the looks they liked then shop the pieces from the style show directly from the app. Additionally, fans could also see the inspiration that went behind creating the gathering and therefore the show.
As a digital leader, Burberry went one step further, using its messenger bot to send push notifications to each person who had previously interacted with it.
The bot is now offering a good sort of service, from the facility to ask Customer Service an issue to have the ability to browse and shop at the gathering. The bot also offers a live chat with a Burberry consultant and even a store locator function that permits you to book an Uber ride to require you to makers house to see the brand’s exhibition.
2. Tommy Hilfiger
The first major fashion brand to experiment with chatbots, Tommy Hilfiger introduced it during the NY Fashion Week in September 2016 when the brand announced its partnership with supermodel Gigi Hadid. The head goal of the bot was, and still is, to manage traffic to their website and produce a personalized customer experience around their new collection.
The user is given three options to orientate the conversation: get fashion styling advice, browse the complete collection, or take a glance behind the scenes of the newest fashion show starring Gigi Hadid.
If you select to “find your new look”, the bot will ask you a couple of questions on your style, the colors or prints you wish, your favorite fashion piece, and even on that occasion you’re trying to find style pieces of advice.
They then suggest a couple of looks matching your answers. You don’t like the suggestions? No worries, you’ll easily change your look, discover more, or shop the pieces. Everything is designed within Messenger.
If you would like to buy the design, you’ll just need to give your country, choose your size and therefore the bot will immediately tell you if it’s available. If not, you’ll still take a glance at the remainder of the gathering. If it is, you’ll easily review your cart before checkout, with the bot sending you a recap with a mini video showcasing the products you chose.
3. Audemars Piguet
Among the leading luxury watch companies within the world, Audemars Piguet was among the primary watch brands to introduce a chatbot last December. The bot allows users to urge a glimpse of the brand’s Swiss roots.
Fans are given the choice to settle on between visiting Audemars Piguet’s home, which launches a video of the snowy Vallée de Joux or to browse its “winter” collection, which displays an inventory of the brand’s hottest timepieces set during a wintery environment.
The user can then choose from exploring a selected model or finding the closest boutique to travel see it face to face. The bot is well-executed, with nice visual elements, strong and powerful wording, and really on the brand overall with Audemars Piguet’s DNA.
Despite not being as rich feature-wise as fashion houses’ bots, Audemars Piguet’s bot is a nice start and at the very least cements the brand’s position as a digital experimenter in the luxury watch space.
4. Jaeger-LeCoultre – Luxury Brands Using Chatbots
In the same industry, Richemont’s Jaeger-LeCoultre decided to focus its bot on customer service by acting as a private assistant. Clients and fans can operate the chatbot to request support in choosing a belt or a watch.
The strap selector is essential, simply switching people to Jaeger-LeCoultre’s official strap finder on the web site. The watch selector is integrated far better within the app and includes various steps, which results in a web purchase or store locator search.
On top of the most selector function, the bot also offers some nice-to-have features, like “Watch Addict” that gives links to the brand’s Instagram and YouTube channels.
Given the posh watch industry’s sometimes slow adoption of latest technologies, the Audemars Piguet and Jaeger-LeCoultre bots send a welcome sign to the industry generally, which shows that even highly-exclusive and traditional brands can experiment with new features and convey some innovation to the way they engage with their consumers.
5. Estée Lauder
Estee Lauder started a shopping bot for the holiday period to platform the gap between online and offline. The brand associated with Mortimer, Mortimer a store based in London selling beauty goods.
This chatbot gave the prospect to anyone within one hour of London to browse products, shop, and buy various presents by simply messaging the bot.
The bot was straightforward to use, simple, with limited functions and rudimentary vocabulary, but it worked well and was perfect for somebody trying to find that last-minute inspiration to shop for a gift to its loved-ones.
Once the selection was made, customers could choose from picking-up the gift directly within the store or different delivery options, including express delivery.
Luxury consumers already spend an enormous part of their time on social media platforms, and more and longer on messaging apps like Facebook Messenger, Whatsapp, WeChat, and the like, so it’s no surprise that brands which pride themselves on their attentiveness to customers would imitate.
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