Voice Commerce: FMCG Shopping - Krish Velkar, Ogilvy - Voice Tech Podcast ep.059

Voice Tech Podcast

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As voice-assistant technologies become more frequent in many different industries, questions of its influence on those industries themselves become more pertinent. Today’s guest is Krish Velkar from Ogilvy, who joins us to discuss his recent master's dissertation which explored the influence of voice assistants on the purchasing of FMCG products (fast-moving consumer goods).

In this episode, we discuss the history of voice technology and the ways people are beginning to use it more frequently in India as well as globally. Krish gets into what voice tech promises for accessibility, speaking to his grandparents’ adoption of smartphones due to the intuitiveness of voice tech as a UI. He speaks about the idea of low and high involvement purchases, and where voice purchasing is most effective.

We then get into Krish’s actual research, and he takes us through the hypotheses, methods, discoveries, and insights that can be found in his dissertation. He talks about the surveys he made regarding the buying process and the likelihood of repurchase using the Ariel detergent virtual assistant. He also discusses ways companies can optimize the voice-assisted experience, stressing the value of early brand adoption and more anthropomorphic chatbots.

We could be looking at significant developments in the FMCG retail space over the next few years, so Krish’s research couldn’t come at a better time. Tune in to hear more about it.

Highlights

● Available at http://bit.ly/voicetechpodcast-ep059

Quotes from the show

[09:33] In a few years people will have a dependent relationship with some sort of assistant

[10:04] In India someone says, ‘I love you,’ to Alexa once a minute.

[34:18] It takes a long time to reach the stage where a consumer associates a brand to a product category

Links to click

• Voice of the Car Summit << 30% off with VOICETECHCARL
• Robocopy Train the Trainer Bootcamp << 10% off when mentioning the Voice Tech Podcast
• Krish Velkar on LinkedIn
• Krish Velkar on Twitter
• Alexa, are you a salesperson?
• Impact of Voice Assistance on a Consumer’s Purchase Decision for FMCG Products
• Ogilvy
• James Poulter
• Voice2
• University of Bath
• Marketing Week
• VR World
• King’s College
• Professor Ko de Ruyter
• Mark Ritson
• Vixen Labs
• Siri
• IBM Shoebox
• Carnegie Mellon Harpy

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