Voice interactions are the next evolution of customer interaction with retailers, following the evolutions of online and mobile.

This is according to Karen Pepper, UK general manager of Amazon Pay, who noted that the two biggest trends among consumers at the moment are immediacy and personalisation. “Consumers want instant gratification, whether that streaming content or purchasing goods,” she said, speaking at eTail Europe conference today.

Digital continues to play an increasingly important role in the lives of consumers, according to Pepper, referencing research that showed 55 per cent of retail sales in Europe will be influenced by digital by 2021.

With regards to the future of retail, Amazon is currently assessing how it wants voice commerce to work, with Pepper stressing the importance of getting it right as the stakes are high when it goes wrong. She revealed that 73 per cent of consumers said they would switch brands if the experience is poor, while 90 per cent of European retailers rated trust as the number one factor when choosing where to shop online.

Pepper noted the difficulties retailers faced when switching their online sites to a mobile or app-based site and stated that the switch to voice represents a new challenge as it is a whole new way to shop.

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