Conversational messaging apps like WhatsApp have a simple, less-confusing interface which people are already familiar with. With almost 50% of the active Internet users on WhatsApp and an extensive adoption of digital payments and UPI in the last few years, India has seen an unprecedented adoption of messaging apps – primarily WhatsApp – for both communication and business. Given this, it has become imperative for retail businesses to reach users where they already reside, as research shows customers now expect a brand to be available through messaging as much as possible. In order to do so, retailers need to offer a service that customers will find useful.
The last few years have seen many changes in the way people interact with brands. Users are no more interested in downloading dozens of applications to their mobile phones. They want to get things done using one application at a time, which makes conversational apps the most preferred mode of interaction these days. Users would rather reach out to their favorite brand in the manner they communicate with friends and family – without having to download multiple apps all over again!