What Happened
Whisky brand Johnnie Walker is embracing conversational interfaces as it launches a branded Alexa Skill and a Facebook Messenger chatbot. The Alexa Skill aims to aid product discovery by recommending whisky blends based on user input about taste preference and budget. It can also dispense whisky-related trivia and cocktail recipes. The Messenger chatbot shares similar functions and adds ecommerce integrations with services such as ReserveBar, Cocktail Courier, and Drizly to drive sales.
What Brands Should Do
More and more brands are embracing messaging platforms and voice-based smart devices to engage with consumers through conversations. For instance, fashion brand Coach recently abandoned its two-year-old iOS app and shifted its focus to its “Coachmoji keyboard” to connect with mobile consumers. For additional insights on how brands can effectively reach consumers on conversational interfaces, please check out the first section of our Outlook 2016.
The Lab has extensive experience with building Alexa skills and helping brands navigate the new realities that conversational interfaces are set to bring. If you’re interested in learning more, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.
Source: Digiday
