Brand Presentation Order In Voice Shopping

Voice shopping is an innovative frontier for the retail sector. Retailers hoping to benefit from this new channel must comprehend how sequential product display affects consumer behavior. Retailers may strategically position their brands to increase memory, consideration, and buy intent by recognizing the cognitive and psychological variables at work. Further study in this field will be necessary to realize the full potential of this cutting-edge retail medium as voice purchasing continues to develop. Using speech-activated devices like smart speakers and virtual assistants, users may now make purchases in a simple and creative fashion called "voice shopping." Retailers and marketers need to understand how to optimize their tactics to sway consumer behavior in light of the expanding popularity of voice commerce. The order in which brands are offered to customers is a key element of voice shopping. In voice shopping situations, this blog investigates how sequential product display affects brand impression and buy intent. We strive to offer helpful advice to merchants looking to improve their voice commerce strategy and successfully communicate with their customers by examining data-driven insights and research findings.

The Value of Brand Presentation Sequence

In conventional e-commerce, elements like search rankings and sponsored listings frequently have an impact on how companies are presented. However, because voice purchasing lacks a visual interface, the order in which brands are offered may be more important. Since voice assistants are frequently used by consumers to provide alternatives, the order in which products are presented is an important aspect that might affect their decisions.

A few Experiments were carried out for the discussed matter:

Experiment 1a

Compares the effect of brand presentation order on consumer purchases in voice shopping versus online shopping. It offers a comprehensive test of H1 and H2 in a lab environment in which participants interact with a simulated voice shop.

Experiment 1b

In Experiment 1a, prices are correlated with brand equity. Thus, results may mask a price order effect (Suk, Lee, and Lichtenstein 2012). We conducted Experiment 1b to learn whether brand order or price order drives results in Experiment 1a. Therefore, all brands have the same price.

          

The results from Experiment 1b provide further evidence in support of H1 even when prices are similar across brands. Thus, the results seem to be driven by brand order, not price order.

Experiment 2: The role of audio delivery versus sequential presentation

Experiments 1a and 1b are limited because simultaneous information is delivered visually while sequential information is delivered by voice. To address this concern, Experiment 2 aims to disentangle whether the results for voice shopping in Experiments 1a and 1b are driven by sequential information presentation or by the audio delivery of information.

 

Experiment 3: Go-back function in voice shopping and consumer traits

Experiment 3 aims to validate Experiment 1a by pursuing two goals. First, we closely examine how a go-back function in the voice shop affects the link between brand order and choice. Second, we want to understand the role of individual differences in voice shopping. We consider three consumer traits—need for closure, price sensitivity, and a maximizing mindset—that is potentially tied to how consumers perceive search costs in sequential searches.

Experiment 4: Brand equity versus product quality versus brand liking

For the brands we consider in the previous experiments, product quality is likely correlated with brand equity. The goal of Experiment 4 is to understand whether the brand order effects in the previous experiments are driven by consumers using brand equity as a proxy for product quality.

Experiment 5: Brand equity presentation order and need for information

The goal of Experiment 5 is to better understand the search mechanisms behind the choice patterns in the prior experiments. We are interested in whether high brand equity really acts as an informative signal that satisfies participants’ information needs in the voice shopping context of sequential product presentation and reduced information

Summary of Experiments

Retailers' Strategic Implications

Following are some tactical suggestions and strategic ramifications for businesses in the voice-shopping environment based on the research findings:

Optimize the primacy effect: It is deliberately placing their favored brands as the consumer's initial choices. Retailers may improve brand exposure and raise the likelihood that their brands will be chosen by taking advantage of the primacy effect.

Enhance Brand Loyalty: In order for voice shopping to succeed, brand loyalty must be developed and maintained. Even when given alternatives, loyal customers are more inclined to stick with their favored brands.

Integration of voice assistants: Retailers should work with voice assistant service providers to make sure that their brands are prominently displayed in pertinent product categories. Voice assistant integration with brand loyalty programs has the potential to increase the voice commerce loyalty impact.

 

Conclusion

In voice purchasing scenarios, the order in which brands are offered can have a big impact on how consumers decide what to buy. Retailers must carefully place their brands to enhance exposure and raise the probability of selection since the primacy effect dominates in determining brand preferences. Retailers must spend in establishing and keeping solid customer connections since brand loyalty is still a significant influence on consumer behavior. Understanding and utilizing the impacts of sequential product display will be crucial for shops looking to stay competitive and offer a seamless and enjoyable shopping experience for their customers as voice purchasing continues to develop