Tommy Hilfiger’s TMY.GRL Messenger Chatbot Promotes Gigi Hadid's Line
Laura McQuarrie — September 21, 2016 — Tech
As part of the promotions for supermodel Gigi Hadid's Tommy Hilfiger collection, Tommy Hilfiger launched a fun and interactive Facebook Messenger chatbot called 'TMY.GRL.'
The conversational bot greets Messenger users with a message like "Ahoy!" and from there, begins to ask a series of questions in order to help users discover the collection, behind-the-scenes content, as well as any additional information about the collaborative line that they wish to find out.
Aside from being a tool to show off the finished collection and some of the inspirations behind it, the TMY.GRL chatbot functions as a sales tool; through the chatbot, Messenger users are directed to the company's website, where they are able to purchase pieces from the collection that they are interested in.
The conversational bot greets Messenger users with a message like "Ahoy!" and from there, begins to ask a series of questions in order to help users discover the collection, behind-the-scenes content, as well as any additional information about the collaborative line that they wish to find out.
Aside from being a tool to show off the finished collection and some of the inspirations behind it, the TMY.GRL chatbot functions as a sales tool; through the chatbot, Messenger users are directed to the company's website, where they are able to purchase pieces from the collection that they are interested in.
Trend Themes
1. Conversational Fashion Bots - Disruptive innovation opportunity: Develop AI-powered chatbots in the fashion industry to enhance customer engagement and drive sales.
2. Interactive Messenger Promotions - Disruptive innovation opportunity: Create interactive chatbot experiences on messaging platforms for promoting products and brands.
3. Conversational Commerce - Disruptive innovation opportunity: Integrate chatbots into e-commerce platforms to provide personalized shopping experiences.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunity: Combine artificial intelligence with fashion retail to create immersive and engaging shopping experiences.
2. Messenger Marketing - Disruptive innovation opportunity: Explore the use of chatbots in messenger marketing to increase customer interactions and conversions.
3. E-commerce - Disruptive innovation opportunity: Utilize chatbots in the e-commerce industry to offer tailored recommendations and streamline the purchasing process.
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