Marketing Automation+ Keyword Function in WeChat Official Account = One-Stop Product Search Engine

 

There are many different kinds of products for a brand in the B2C industry.  JINGdigital upgraded the keyword feature in WeChat Official Account for more convenient engagement between brand and customers. In the official WeChat official account, if the follower enters a keyword, the chatbot will automatically send the user the matching product information– whether this is an exact match or a close match. While reducing the workload of customer service and increasing interaction with followers, the WeChat public number also functions as an encyclopedia with detail information of brand products that can provide users with desirable answers.

Here we show you the customer example – the keyword program used after the JINGdigital automated marketing technology.

 

Customer background:

This company is a well known Chinese health and beauty retail chain, located in many countries and regions.  This company is known for its products in cosmetics, perfume, food, beverages, electronic products, and wine.

Challenge:

Many followers ask for product information in the brand WeChat official account, forcing the brand to provide a lot of manpower for replies because the default keyword function cannot cover a wide range of keyword responses and is unsuccessful at accurately matching keywords that are not exact.

 

Solution:
When the auto-reply function is upgraded, the follower can enter the product name or number, and the system will automatically reply with the product introduction link.

Scenario 1: Exact match
This is the most probable scenario for users who already have an understanding of the product.

When users input precise keywords such as: “How much is the lipstick of XX brand? How about XX brand mask”, WeChat can give these users the product information that they want, such as product price, purchase link, and product details link, etc. With the help of JINGdigital’s updated [keyword] function, the inquiry service you completed in the conversation is perfect!

 

Scenario 2: Close Matching

This scenario is probable for followers who do not know much about the product, may only know the product category, or only knows some of the product information.

When followers enter a word about a certain product, using JINGdigital technology, the word will be matched to the top 25 related products. If the desired product is not inclueded in these 25 products, followers will be steered to enter more precise keywords to help chatbot find the products that they desire.

 

Scenario 3: Failed to match

This scenario occurs when user keywords cannot be matched to their desired products. Chatbot would transfer the followers to real-person customer service.

 

Conclusion

JINGdigital’s upgraded keyword function, make the brand WeChat account into a product search engine, providing customers with convenient search channels, while greatly reducing costs for manual sales and customer service.