Digital Gabe
Cutting Edge Commentary On All Things Media

The Voice-Activation Genie Is Out Of The Marketing Lamp

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*** Editor’s Note:  The Digital Gabe is proud to launch our new guest author series.  Our first contributor is Pandora’s Retail Head of Industry John Gregory.  You can follow John at @SpeakingRetail. ***

Let’s face it, the concept of voice activation is nothing new.  Looking all the way back to Aladdin and his lamp, incredible things could materialize with simple use of the human voice.  It appears that fantasy has come to life in 2018 as consumer activation via voice-enabled connected devices becomes a reality.  In fact, during the recent ShopTalk retail conference, vCommerce as the fourth channel of Retail was a major focus of discussion as consumers become more comfortable making purchases using non-traditional means, ala mobile purchase growth.

As reported by AdWeek, Target is taking the lead in bringing voice-enable transactions to the retail marketplace, albeit in a very simple way.  In partnership with Google Express, a $15 offer for Target orders placed on the shopping service were awarded by simply saying “spring into Target” to the Google Assistant on Google Home or other mobile device.  According to Target, “the promotion was popular and we hit our goals early.….,” a good indication they are on the right track, or at least testing and learning.

Given that voice-activated transactions are “unchartered territory,” it’s likely that other retailers will join the fray and apply voice-activation capabilities most applicable to their specific business models.  As was the case with Aladdin, the magic can only be effective if put to use in the right manner and in the most relevant of circumstances.

John Gregory @SpeakingRetail

 

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