While it has an online boutique and maintains a presence on social media, the homegrown brand wanted a new strategy to attract millennials who may feel that the brand remains out of reach.
Bling also serves as a 24/7 retail assistant, with an expertise in proposal rings.
With improvements in technology enabling virtual assistants to simulate increasingly natural human conversations, it is not surprising that local retailers are jumping on the chatbot bandwagon – a trend that has been dominated by banks, insurers and airlines so far.
Even the Government has a chatbot on its Facebook page that provides updates on Government news and announcements.
Automated replies are usually menu buttons – a feature that Facebook rolled out to make chatbots on its Messenger platform easier to navigate – but when a user chooses to strike up a conversation, the chatbot sometimes reciprocates with text messages complete with emoji.Among retailers, there is Sparkle, a nine-month-old chatbot built within the app of Capita Land’s rewards programme Capitastar.Through the bot, users can enjoy virtual concierge services such as directory assistance, and participate in campaigns to earn points when they key in thematic codewords.For businesses making their forays into chatbots, the Facebook Messenger platform may be a “better idea” given that the social media giant has its own security defences such as end-to-end encryption and user authentication, Mr Jarvis added.But businesses that Channel News Asia spoke to said they already have safeguards in place.“It is our utmost commitment to protect our customers’ data privacy,” said Mr Ghose from Philips Lighting.