The digital era has disrupted the traditional way of shopping. With the pandemic accelerating the shift to online shopping, e-commerce has become the norm. However, the next wave of shopping may bring a new dimension to the online shopping experience - going live. This trend is gaining momentum as it creates a sense of community and interactivity that traditional online shopping lacks.
In this article, we will explore the concept of live shopping, its potential benefits, and how it could revolutionize the way we shop online.
What is Live Shopping?
Live shopping is a relatively new concept that involves live-streaming shopping experiences, where customers can watch a live video of a product being demonstrated and sold in real-time. The concept combines the interactivity of social media with the convenience of e-commerce, creating an immersive shopping experience.
If this sounds familiar, it’s because it is! Old-school TV marketing worked in the same way, with a host walking the audience through the product while a number flashes on the screen for you to call and place an order. The example below is in French, but the format has been the same across languages and countries for years!
During this time, customers can ask questions, comment, and even purchase directly through the live stream. China is one country that has perfected the art of live shopping, and there is a lot we can learn from them!
Live shopping events can be hosted on various platforms like Instagram, Facebook, YouTube, and dedicated live shopping platforms. The trend is gaining popularity due to its ability to create a sense of community and offer a personalized shopping experience that traditional online shopping often lacks.
Benefits of Live Shopping
Live shopping has several potential benefits for both customers and businesses. Here are some of the key benefits:
Interactive and Engaging
Live shopping creates an interactive and engaging shopping experience that allows customers to ask questions, make comments, and receive immediate responses from the host. It also offers a social element that traditional online shopping lacks, creating a sense of community among viewers.
Live shopping can help build trust and authenticity, as customers can see the products in action and better understand their features and benefits. This can help reduce returns and increase customer satisfaction.
Live shopping offers the convenience of online shopping, allowing customers to make purchases without leaving their homes. It also provides a more efficient shopping experience, as customers can make purchases directly through the live stream.
Live shopping can lead to increased sales and revenue for businesses, as it offers a more personalized shopping experience that can drive impulse purchases and increase customer loyalty.
Live shopping can be a cost-effective way for businesses to reach new customers, as it requires minimal investment in equipment and can be hosted on existing social media or e-commerce platforms.
Why Your Business Needs a Live Shopping Campaign!
Launching a live shopping campaign could be worth considering if you're looking for a new marketing strategy. Aside from the obvious benefits this offers, there are several reasons to incorporate live shopping into your marketing plan:
You're open to trying new things.
You have extra inventory that you want to promote.
You have a loyal audience on at least one social media platform.
You want to build brand awareness and cut through the noise.
It's important to note that live shopping isn't just suitable for products that encourage impulse buying.
Live selling can be beneficial for different industries, as seen with examples such as @kimmiebbags and Benefit Cosmetics. Even businesses in the finance industry, like BankingGeek, plan to tap into live shopping as a way to review various financial products during their live streams and provide an overview of what's available in the market for their customers.
5 Steps To Creating A Live Shopping Strategy
Creating a live shopping strategy requires careful planning and execution. Here are five steps to help you create a successful live shopping campaign:
1 - Create a unique format
To prepare for your livestream shopping session, working out a format that sets expectations for your audience is important. While you can mix things up in each episode to keep things fresh, choose a dedicated time for your sessions so attendees know when to join. Consider whether you want an educational, entertaining, or product-focused approach, depending on what you're selling.
Aldo's live shopping pilot followed a product educational format, with an entertainer and stylist sharing style tips for Aldo accessories and shoes. Be creative and examine different approaches you can take to promote your products or services. For example, a fintech company might choose an educational approach to help viewers understand their financial products and services. On the other hand, a beauty brand may focus on showcasing their latest makeup products with a makeup artist demonstrating different looks. Whatever format you choose, make sure it aligns with your brand and engages your audience.
2- Select a host for your show
Collaborating with influencers and brand ambassadors as co-hosts can be a great way to tap into their influence and attract more viewers to your live shopping event. To build social proof, consider inviting interested customers onto your show, as Tommy Hilfiger did when it invited customers to share their favorite pieces from its 2021 spring collection.
However, customer knowledge may be limited, which is why store associates can be a valuable option for hosts due to their deep product knowledge. For example, JCPenny's JCP Live shopping series features JCP associates who discuss products in-depth.
3- Look for a live-streaming platform
Starting with social media live streaming can be a great idea for brands, as it lets you go live on channels your audience already uses. Facebook Live shopping, Instagram, and Amazon Live are popular options.
As your attendee count grows, consider moving to live streaming on your site using live shopping platforms like Bambuster. This provides better control over your branding and can help grow brand memorability. You'll also have access to detailed data on attendees, what they're buying, and how they engage with your event. Additionally, hosting replays on your site is a good idea, as 70% of sales from live shopping happen after the event.
4- Create a live-streaming setup
While authenticity is important, and you don't need everything to be picture-perfect, choosing a location with adequate lighting and a soundproof environment is crucial to prevent echoes and other interruptions during the live stream. Before each session, create a rough video script as a guide for the conversation, even if it's not detailed, to ensure you stay on track and remember your key points.
5- Create a marketing plan
As you prepare for your live shopping event, it's important to consider how you'll invite customers and create hype around the livestream. Utilizing social media is a great way to promote the event, as seen with Shein, who uses Instagram Stories to generate excitement.
Another effective approach is to send personalized invites to your email list and ask co-hosts to share the live event with their audience. Bloomingdales even went as far as sending macarons and cocktails to viewers who signed up in advance while offering limited-time promos to encourage sales during the event!
Go live with Videohaus!
Live shopping is an exciting opportunity for brands to engage with their audience and boost sales, and Videohaus is always adapting to new trends in video marketing! Our livestream setup allows you to go live and discuss your products or services without the hassle of setting up, buying equipment, or worrying about technical challenges. You are free to focus on promoting while we work behind the scenes to create an enjoyable and seamless experience for you and your audience!
Book your livestream studio now, or get in touch to learn more about how we can help you make the most of going live!