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Think Tank: A Primer on Turning Facebook Messenger Into a Retail Gold Mine

As 2018 comes to a close, one thing is becoming ever-more apparent: 2019 will be the year of chat marketing. Everyone from iconic retailers such as Saks Fifth Avenue and Sally Beauty to global brands like Cole Haan and Kenneth Cole, to hot digital-native brands such as Carbon38, Wander Beauty, Ouai Haircare and Hot Topic are leveraging Messenger as a channel for making sales and connecting with customers. But as with any major new channel, while innovators are out ahead reaping the early mover advantages, most marketers remain relatively clueless toward Messenger’s vast functionalities, spanning marketing, sales and customer care. Here is the first of a two-part basic primer on Facebook Messenger’s use as a retail channel, so you can begin unlocking its powerful capabilities for your brand. What are Messenger Bots? Most of the innovation in marketing on Messenger centers around Messenger bots. What’s a Messenger bot? Put simply, when a brand’s Facebook page has been configured for automated messaging instead of having human agents sitting and responding. The user is experiencing an automated “conversation.” But don’t make assumptions: after 12-plus months of testing effective Messenger bots, we know that the best bots are those that don’t pretend to be human; rather, they are overtly

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