Officeworks hops on voice interface bandwagon with Google Assistant integration

Office products retailer becomes the second Australian brand this week to launch its own voice interface integration

Officeworks has become the second retailer this week to jump onto the voice interaction bandwagon, announcing an integration with Google Assistant that will allow consumers to engage with its products and brand via voice-activated devices.

The integration is across Google Home and Google Home Mini as well as compatible Android and iOS smartphones, and allows consumers to search product information on 35,000 SKUs, check product availability in-store, confirm store locations and trading hours via voice. To do this, consumers say ‘Ok Google, talk to Officeworks’ to their compatible voice device.

Once consumers have interacted, they can step through and place an order on the Officeworks website. The retailer’s customer experience and ecommerce manager, David Pisker, said integrating with Google Assistant is ongoing proof of its commitment to omni-channel retailing.

“We are excited to provide customers with another way to engage with our brand anywhere, anytime and in any way they want,” he said. “It’s easier than ever to manage different aspects of your home and office ahead of time, or from a remote location. Our aim is to educate Australians on how this smart technology can benefit their everyday lives.”

It’s the latest step in a series of initiatives launched by Officeworks to bring digital enablement into the retail experience. In November, the company also launched a free two-hour click-and-collect service.

Officeworks partnered with digital agency, First, on the integration. First head of operations, Matt Ware, labelled voice the next stage of how people will explore the Web and interact with brands and companies.

“Already, 20 per cent of search on Google is performed via voice and this will grow to over 50 per cent by 2020,” he said. “Companies, like Officeworks, who adopt this medium early, will be well ahead of their competitors in terms of understanding how their customers want to talk with them and what answers to give in return to assist. We are very excited to be working with Officeworks to bring such an innovative tool to market.”

Voice-based retailing is also in the sights of eBay, which announced its own integration with Google Assistant earlier this week. The partnership allows consumers to search its 60 million product listings via compatible Google Home speakers and smartphones.

The voice-based era is rapidly coming upon on. In its recent JWT Intelligence Speak Easy research, J Walter Thompson found 73 per cent of global consumers surveyed agreed they’d use voice-based assistants all the time if they could understand them properly and speak back to them as well as a human can.

In a presentation earlier this week to local brands, Google strategist, Sam Payne, said the decision on what a brand’s ‘voice’ should sounds like is a significant one for all companies to start debating.

From his early experiences developing voice for brands, Payne said there are a number of considerations already that need to be considered. These include brand personality, consumer privacy, and the contextual quality of conversations.

“That point in which we moved from copy-led communications to something that’s much more graphic, and made choices about paring back the articulation of language and speaking more visually – that is potentially comparable to what we’ve about to see with voice,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in