“Concierge commerce” is transforming the online customer experience by bringing personalized assistance from physical stores into the digital world. Inspired by the traditional role of a concierge in a hotel, this concept aims to recreate human interaction on e-commerce platforms, offering customers expert advice, just as they would receive in-store.

Adapting the Advice to the Digital World

In-store, consumers generally fall into two groups: the self-sufficient, who already know what they’re looking for and want a quick transaction, and the hesitant, who benefit from personalized advice to finalize their purchase. Online, this assistance is less obvious, but it’s essential to provide it to convince hesitant buyers. This is where in-store teams, trained to provide assistance, can step in to offer relevant advice via digital tools.

Technological Tools to Recreate the Physical Experience

Concierge commerce relies on the integration of advanced technological solutions to bring the in-store experience to the online world. For example, live shopping allows consumers to interact directly with a salesperson through a video session, reinforcing the human aspect of shopping. The personal shopper, more commonly used by luxury brands, also offers a fully personalized shopping experience through video consultations.

Conversational commerce is another tool for creating proximity by allowing customers to chat with advisors via familiar messaging channels such as WhatsApp, Instagram, or Facebook. This conversational model, optimized by appropriate tools, enables a complete experience, from browsing the catalog to purchasing and following up on orders.

The Importance of Omnichannel and Logistical Tools

To make this model viable, integrating omnichannel tools is crucial. Solutions like ShowCase, which connect in-store teams with the global inventory and customer data, provide a seamless experience both online and in-store. These tools allow advisors to personalize the experience based on customer data, such as purchase history and preferences.

Additionally, optimized logistics management ensures fast and efficient delivery, further boosting consumer loyalty. Salespeople, by having real-time access to stock information, actively contribute to order management, improving both efficiency and customer experience.

A New Dimension of Online Advice

Concierge commerce is becoming a strategic asset for retailers who want to enhance their relationship with customers and convince them beyond a simple transaction. It’s about recreating the closeness and assistance of a physical store, while taking advantage of the benefits of digitalization.