Competition between brands is growing. To differentiate themselves, they test new technologies in search of performance. The start-up created 3 years ago by Antoine Olive meets this criterion. Therefore, it is increasingly approached by tourism companies.
Live shopping is increasingly integrated into companies’ communication strategies. But what does this term mean and above all, what does this solution bring to them?
The interest of live shopping
Live shopping stands for 3 values. Containment is the first. Corresponds to the average time spent on a video per viewer. In a 30-minute live, the average time is 10 minutes per viewer, knowing that not everyone arrives at the same time. There is therefore little zapping and an engagement of viewer attention that exists nowhere else in digital. It is an important media value for professionals.
The second value is the direct transformation. In fact, live shopping generates sales without customers having to calculate prices.
The third value on which live shopping is based is people, because tourists need simplicity, speed and efficiency. But that’s not all, because they also appreciate the presence of an expert, who will share their passion for your product and your travel destination. In short, the customer’s request is to get authentic content. One of the strengths of the solution.
The birth of Spockee
“It all started with a classic entrepreneurial journey of successes and failures.” says Antoine Olive, founder of Spockee. The latter had a real awareness of the omnichannel consumer journey and the importance of providing them with a great in-store and online customer experience.
The start-up creator’s interest in new consumer trends led him to be inspired by the Asian model. The emergence of Twitch on this continent inspired him a lot. In fact, Taobao and Ali Baba started live shopping by hosting sales sessions with a Key Opinion Leader (KOL), a person who broadcasts promotions and product explanations to an audience.
The question then arose: how to gather ideas to optimize the customer experience and make a difference online thanks to the expertise of the stores and the emergence of streaming trends? subscription. This would allow, from the store via smartphone, to animate the largest store in the network: the website.
The company’s evolution
Spockee has grown a lot in 2021. The ambition of its founder is as follows: “to be the clearest live shopping solution on the market and not just sell an evolution of an ecological roadmap”, explains this one.
This year, the start-up joined Skeepers, which has 500 employees. Previously about twenty employees made up the company. This partnership is based on the desire for a much stronger group synergy. This allows Spockee to understand how to rally an audience with influencer solutions, how to target intentions with predictive solutions, and do repeat business.
The Spockee company, therefore, represents today 600 lives shopping and 50 visible customers in 4 important diagonals: fashion, cosmetics, specialized distribution and mass distribution. A balance that places the company as the market leader in France. “But it is not our greatest pride, which remains to have made 600 lives with only about twenty customers. That means each customer made about ten lives over the course of a year.” develops the start-up director. Partners hold at least one event per month while others do one live per week.
Today, e-commerce is becoming a live commerce. Brut is a perfect example of this because it’s a video medium. ASOS also increasingly illustrates its products with videos. “The next logical step is live video for more authenticity. The market is structuring, now there is strong demand from brands” says Antoine Olive. They generate audience for the purchases of a lifetime, communicating within their own network through social networks, newsletter, SMS campaign…
This year, a collaboration was born between Spockee and Campings.com, the first tourism player to use live shopping of the year. A very disruptive company in its communication and sales strategy, it is the first online tourism company to implement a live shopping format. An appointment held every week and highlighting a camp.
The future of live shopping
Following Campings.com’s live streams, major tourism players reached out to Spockee. This shows that this sales technique is already part of the strategy of several players in the sector.
The challenge of live shopping today is recurrence. This is critical to getting the public used to a compromise, but also to improving company performance as lives move forward. “It is important to become more and more incisive and to optimize the conversion rate which is currently around 10%.” develops the creator of Spockee. According to him, it is necessary to accelerate the commercial aspect with Skeepers, which represents 8,000 customers in France and abroad, a real boost, but also technological. Indeed, the tool must be strengthened and allow brands to continue to distribute at a regular pace, with an agile and effective solution. Skeepers allows nano influencers to independently broadcast on brands’ e-commerce sites and multiply the number of shopping events per day. For this, it is necessary to add functionality around gamification: an important element for live shopping. Real work in retail entertainment that lets you enjoy yourself while listening to an expert talk about the product, so it still needs to be done.