Since the dawn of ecommerce, retailers left it to the consumer to figure out which products were right for them. They provided a search function, a product image and details (often taken verbatim from the manufacturer) and called it a day. It was consumer’s job to slice and dice the catalog and to arrive at a decision. True, some offered live chat assistants to guide consumers, but mostly they followed pre-written scripts, and lacked the kind of detailed knowledge needed to help visitors select products.
Guided selling seeks to address the “decision fatigue” consumers feel when presented with too many product choices. Guided selling takes multiple forms: quiz-based personality testing, questionnaires, chatbots that walk consumers through a decisioning tree. Regardless of the format, the goal is always the same, which is to help the customer find a product that is right for him or her.
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Written by: Something Digital and Zoovu