Changes Ahead for Brands as Chatbots Enter the Retail Sector
Lidl has launched a Facebook Messenger chatbot to advise customers on wine choices. Named Margot, it advises users on the best bottle to buy depending on what the consumer is eating. By asking Margot what wine works with a certain dish, it will provide the best option.
Four options are offered via the chatbot: wine pairing, which recommends the best bottle to buy to go with a meal; fine wine, which can list different types of wine Lidl sells; Wine FAQs, which will answer questions on wine more generally; and a Wine Quiz, which tests knowledge.
Alex Murray, digital director at Lidl UK, said Lidl has built a reputation for providing fantastic quality wines at highly competitive prices for our customers, and this functionality will ensure that choosing the right wine is never a daunting process.
Chatbots have become one of the biggest developments in retail and the opportunities for brands are significant. They unlock the ability for organisations to provide personalised, interactive communication akin to talking to a human customer service or sales rep. What’s more, this level of personalised communication enables bespoke information, special offers and coupons to be sent to the consumer, increasing brand engagement and loyalty. And the AI built into chatbots allows them not only to improve over time; the more a chatbot works, the better it works.