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Conversational Commerce, New Marketing Tactics, CX, Loyalty and Emotions

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  • PURCAREA, Theodor

Abstract

Seven years ago we were introduced to Conversational Commerce, beginning to better understanding the growing impact of several emerging technologies supporting highly conversational interactions. Year by year after that we were witnessing how conversational commerce, as strategic business initiative through text and voice, is delivering customers convenience, personalization, and decision support, changing the way of shopping, transforming CX within the context of messaging apps, and consecrating as a priority for brand marketers and agencies building conversational channels with their prospects and customers, and trying to gain competitive advantage and increase CLV from the ongoing customer relationship-building provided by assistants in conversations beyond engagement or interactions. Now are already better understood, for instance, the reasons to implement AI-backed conversational commerce into the retail strategy, the need of delivering value to customers by creating adequate Omni channel content and experience, the further reinvention and modernizing of the retail business by new technologies, and the powerful link between emotion and CX and loyalty.

Suggested Citation

  • PURCAREA, Theodor, 2018. "Conversational Commerce, New Marketing Tactics, CX, Loyalty and Emotions," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 9(1), pages 30-39, March.
  • Handle: RePEc:rdc:journl:v:9:y:2018:i:1:p:30-39
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    Keywords

    Conversational Commerce; Marketing; and Intelligence; New Marketing Tactics; CX; Loyalty; Emotions;

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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