Conversational commerce strengthens the brand-customer relationship to bridge the gap

Conversational commerce, also known as chat commerce, is a new way online retailers are unlocking the power of conversation to sell their products and services. The conversational experience is delivered to the potential customer via a chatbot, a chat box, an application or via a messaging platform. Conversational commerce uses popular messaging channels to communicate with users and does not require them to download additional apps.

Retailers are building a conversational commerce solution to digitize business operations across all aspects of the business, including marketing, commerce, and support.

This type of commerce helps build brand loyalty by measuring customer responses to products in real time and involves technology, which improves the consumer experience and adds benefits to retailers.

To better understand this, IMAGES Group organized the CMO Townhall presented by Gupshup, powered by Internet Commerce Summit.


  • Aruna Jathar, Marketing Manager, TenderCuts
  • Amar Preet Singh, Co-Founder and COO, Neemans
  • Deepanshu Manchanda, Founder and CEO, ZappFresh
  • Madhur Acharya, Vice President of E-Commerce Marketing, WOW Skin Science
  • Manikanta Yadavalli, VP – Growth, Trell
  • Srinivas B Vijayaraghavan – Vice President of Marketing, Gupshup

Moderated by: Siju Narayan, Experience Manager, RexEmptor Consult LLP

Conversational commerce as a revenue channel

Many brands use live chat or in-app features to connect with customers and provide them with a personalized experience. Brands use this technique to create high sales conversion.

Aruna Jathar told us about itFrom conversation to conversion is what businesses do over time and conversational commerce has changed dramatically. Previously there were physical conversations and today India is in the tech headset and now it is about bringing the customer or being available for the customer wherever they want.

He added, “Enabling more technology really helps customers have more choice and gives them a 24/7 e-commerce platform, which can be a snippet of technology and now l overall approach has changed.

Manikanta Yadavalli highlighted branding strategies,”We are trying to do the test part and if you see our journey from the last two years. We try to build a very close and clear community or lifestyle community where we bring experts like influencers or creators who have expertise in the area of ​​their personal space. We provide it to the relevant audience taking the whole journey, whether it is related to a specific brand or a specific product, explaining how exactly the product works, explaining how to prepare or helping them add value to their lifestyle.

Yadavalli added to that, “We help them in terms of educating the customer by giving them direct contact or a personalized referral in terms of how this product has helped a particular person and through that we try to build more than a personalization thing and then can make a personalized decision when purchasing a product.

Adoption of conversational commerce

Brands are opting for the path of conversational commerce by offering guided selling to its customers, advancing artificial intelligence to offering up-selling and cross-selling to its customers. Madhur Acharya when asked about the adoption of this model, he replied “ What differentiates us from the whole segment is that we are a personal care segment and the consumer is also looking for advice on something that they apply on the body and it is very important for them to know which product will not ruin her hair and skin and we are very particular about it. Our client really needs something and we ran a survey in small batches and around 45 people invested that they want to use WOW’s conversational marketing channels to discuss what advice they’re looking for and find out what may be a diet that can be followed.

Acharya also added, “We provide customers with a real-time solution and conversational marketing has improved my business overall, helped me improve my product through real-time feedback and also helped me reduce my customer acquisition cost. Through this we will surely get a return on investment if not now in the future and that is what we did with the other funnel.

Watch the full discussion here –

Joseph P. Harris