Three ways brands can benefit from adopting voice technology

• Voice assistants like Amazon's Alexa, Google's Assistant, Apple's Siri, and Microsoft's Cortana, are pegged to trigger a widespread transformation across the retail industry in the years to come.
• The current interest in, and adoption of, voice assistants for commerce is being driven by recent technological breakthroughs, advantages of the tech over existing channels, and the development of voice apps.
• As consumer demand for voice technology mounts, brands offering this functionality throughout the entire customer journey stand to gain in three key ways.

Not too long ago, if your friend had a smart speaker like Amazon's Alexa or Google's Assistant in their living room, it seemed like a rare novelty. Within a matter of months, however, smart speakers have started becoming household staples - and they're still only at a fraction of their growth potential.

Consumers are on board with the prompt, convenient nature of shopping with smart speakers - and brands who join them stand to reap massive rewards. The Voice in Retail Report from Business Insider Intelligence, Business Insider's premium research service, highlights the value voice brings to the shopping funnel and how retailers can implement it throughout the customer journey.

• Driving product purchases: Voice assistants make spending faster and easier when consumers are unable to use their hands. The ability to make a purchase on any channel and the addition of personalized, intelligent elements to the shopping experience are simplifying the transition from product discovery to product purchase.
• Heightening customer loyalty: Brands can leverage voice assistants in the post-purchase phase to track delivery status, automate part of the return process, interact with customer service, offer feedback, and collect consumer behavioral and transactional data.
• Shifting consumers' spending behaviors: Smart device ownership has a snowball effect, so as the smart device ecosystem reaches the mainstream, consumers will flock to connected cars, smart home devices and appliances, and connected virtual reality and augmented reality (VR/AR) headsets.

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