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The consumers can choose which products and quantities are assigned to the button.
All the information on the current buying process are a "push" from the consumers.
Machines equipped with sensors can trigger follow-up orders directly.
The Reply Commerce Button is the next step on the way to industrialising the buying process. Unlike the Dash Button, the Reply Commerce Button is not just a single button for one brand, but instead it can be configured individually. The dealers can decide themselves which products they want to link to the button. It also has the possibility to allow the consumers to choose which products and quantities are assigned to the button. Following the technical configuration, the entire buying process is reduced to a single push of a button. What’s more, the Reply Commerce Button can also work as an impulse channel, if the button is placed close to the product.
Consumers will be wary of using technology-driven functions such as automated check-outs initially. However, the study completed by Reply in the summer of 2016 on customer retention has shown that technologies, which sounded like science fiction a few years ago, are now being accepted by many customers. The commerce platforms behind the Reply Commerce Button deal with all technical and legal aspects. These platforms provide various items of information on the current buying process. This means simple feedback can be provided directly via the button, such as showing a green confirmation light or tactile confirmation, for example. At the same time, consumers will be provided further items of information, such as the current product price or the expected delivery date – in a mobile app or by e-mail.
Automated procurement will be the next step. Only a small step is needed to move from the reduction of the buying process for consumables to a single push of a button, to a completely automated procurement process. The Reply Commerce Button is already connected as a device to the commerce platforms via the Internet of Things (IoT) using Reply’s own cloud-based IoT platform: machines equipped with sensors can trigger follow-up orders directly, as soon as they notice their consumables are running out.