🛒Boulanger Dives into Conversational Commerce With Their First Google Action

French household appliance and multimedia giant, Boulanger, has taken their first step towards conversational commerce and become the first mass retailer to launch a Google Action in France.

Boulanger Google Action

The Boulanger Google Action: What can it do?

The application enables shoppers to obtain information regarding store opening hours, store addresses and the closest store to the shopper’s location. It  also allows the shopper to organise a call back with a customer service representative in order to get information on a product, service or order. How does it work? Simply say “Parler avec Boulanger” to your Google Home or your Google Assistant via your mobile phone and ask away!

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The Rise of Conversational Commerce

Leaps and bounds of progress have been made with regards to machine learning (ML) and natural language processing (NLP) meaning that conversational applications can have more engaging and human-like conversations. Conversational applications have particularly excelled in the commerce sector.  Conversational commerce, a term coined by Chris Messina, refers to the use of chat, messaging, or other natural language interfaces (ie: voice) to interact with people, brands or services. Conversational commerce is becoming an essential technology for retailers, enabling them to engage with their customers using their preferred communication channels to offer a more tailored and enjoyable customer experience. Brands who are visible on smart speakers such as Google Home are also viewed as innovant among consumers. Creating voice-enabled applications is becoming more popular with businesses, Monoprix and Sephora have both recently introduced their Google Actions. The innovation race is well underway in France!

A trailblazer in the commerce ecosystem

Google Home arrived in France this summer and until now the majority of actions have been in English. The company is the first mass retailer to launch a Google Action in France, confirming their position as an industry trailblazer with innovation and customer satisfaction at the core of their business. Find out more about the Boulanger Google Action and conversational commerce at The Smart Voice Summit, an event taking place in Paris on the 1st- 2nd February.