How will Facebook automate your web-to-store?

Since the Facebook Developer Conference (F8), everyone is talking about it. How and why will the robots created by the social network genius revolutionize communication between brands and their users?

First of all, what is a bot ? A bot is an automated robot that has the same functions as an application except that these are integrated into a Facebook messaging interface, Messenger.

The goal of Bots is to centralize a multitude of services different in a single application. Simply ask a question on Messenger to a brand and it will take care of fulfilling all kinds of requests.

Retailers can interact with their customers who ask them to perform tasks or access a service. You can now order photos via Messenger, have flowers delivered, or discuss with a media outlet to get information.

Example of interaction with CNN

Messenger primarily aims to facilitate commercial transactions directly within its application. But what are the advantages and disadvantages?

The main advantage of the bot is its speed and ease of use. Indeed, all information is available via a single interface. Exchanges are clear, fluid, and concise. On the other hand, the user must agree to give Facebook, but also to the retailer using the bot, confidential information such as, for example, the bank card number to place an order. Some find them too chatty, others too slow to respond. Indeed, Poncho, the meteorological informant, can sometimes take up to an hour before sharing a requested information.

How to profit from this revolution and apply it to your web-to-store strategy?

• Check availability in store
• You can actually inform customers about the availability of items in your various stores. The request is simple and quick.

• Click and Collect

You can also use the Click and Collect method and offer customers the option to place an order and pick it up in-store. All in just a few exchanges.

• Inform about exceptional hours

Sometimes your store has special hours. In addition to listing them in Google, you can communicate this directly to the customer.

• Share promotions

If someone asks you for information about your promotions, you can directly inform them through this system.

The person is directly informed but you can also start a conversation and redirect them to other products and/or services.

• In your store locator

You can also use Bots to integrate your store locator or provide information on the location of your points of sale. 

To learn more,

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