Hi, Wendy, what contextual commerce technologies are you working on to be successful in the rapidly changing digital marketplace?

Wendy’s Canada announced Monday (September 27) that, to promote its new app, the restaurant is holding a contest to distribute 20 Wendy’s branded smartphones with a “Wendy” voice assistant. While the phone itself could be a publicity stunt, the inclusion of a voice assistant that responds to the spoken phrase “Hey, Wendy” suggests the company is considering voice-activated integrations.

After all, if the channel has already developed the technology, it seems unlikely that this will be the last we’ll see. Voice commerce is one of the most promising areas in which leading restaurant brands are looking, aiming to differentiate themselves from their digital competitors.

In numbers

Many large quick-service restaurant (QSR) chains, including Domino’s, KFC, Pizza Hut, and Wingstop, have already made inroads into voice control through voice assistants like Cortana, Alexa, and Google Assistant.

Voice commerce adoption has been on the rise since the initial coronavirus outbreak. PYMNTS ‘2020 How We Will Pay study, created in collaboration with Visa, found that the share of consumers making purchases through a voice assistant is already up 42% since 2018 and 10% since 2019, and the technology has only grown in popularity. as the pandemic progresses.

Additionally, data from PYMNTS shows that consumers who use voice control technologies are among the most valuable group to convince. PYMNTS ‘Bring-It-To-Me Economy report, created in collaboration with Fiserv’s Carat, reveals that 89% of consumers who buy through a voice assistant are ordering more online now than they were before the start of the market. pandemic. In contrast, only 52% of consumers who do not shop using voice assistants are buying more online than before.

Read more: Deep Dive: QSRs find their voice

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The Bring It On Me Economy Grows As Consumers Embrace Home-Centered Lifestyles

What the experts say

Contextual commerce initiatives like this voice assistant allow brands to turn more moments into sales opportunities, engaging with consumers in more parts of their lives.

“There are more channels and more places for merchants to truly fit into the experiences and contexts that consumers are looking for,” Scott Galit, CEO of Payoneer, told Karen Webster in a recent interview. “This relevant context is driving a tremendous new wave of buying activity and a change in where and how people actually engage in commerce.”

Additionally, by establishing a more intimate connection with consumers, voice assistants have a unique opportunity to drive spending.

“I think that with the voice, we’re going to find that customers are increasingly agreeing to give up the almost endless selection choice to Alexa, to narrow it down for them,” said Kris Zanuldin, Product Manager at Alexa. ‘Amazon Pay, to Karen Webster. interview last year. “And I think that’s where we look at it in the future. It’s one way to get there – but ultimately, like any trusted friend, you’ll ask for a recommendation. And more likely than not, you will take advantage of this resource.

Related news: Payoneer CEO Says Amazon Created Its Own Contest Teaching SMBs How To Sell Online

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