[Tribune] Live shopping, a revolution for online commerce? – Monitoring and Tribune > Influences

Live shopping is a way to visual commerce. Understand, an immersive and engaging e-commerce experience that prioritizes visual stimuli over “walls” and “walls” of text. Instead of photos or videos, this is a live stream hosted by a real person. Is it over there models products in a practical way and discuss it in real time with your audience. Potential consumers can comment, react and even buy. Result: a more detailed look at the products and customization. The concept originated in China and quickly gained traction as the pandemic escalated. he became a global phenomenon thanks to its advantages and its relative ease of implementation. There are even entire platforms dedicated to this concept. Facebook, Instagram and Twitter offer this as a native feature…

What are the benefits of live shopping?

The sector is expected to generate up to $35 billion by 2024, according to various sources! Visual marketing has shown that users want a lively customer experience, driven by a more sincere connection with brands. Interaction is ubiquitous: Live shopping helps solve consumer concerns in real-time. He no longer has to send a question to customer service and wait for an answer. Instead, he can just join the chat and get an almost instantaneous response. Needless to say, this can ease the after-sales service or claim work. Likewise, it’s easier to create agile narratives when you’re motivated by consumer questions. The brand can thus focus the consumer on their uniqueness and adapt their arguments according to their specific interests. We take personalization a step further. Live streams allow brands to tell a storygiving a better idea of ​​how the product works and clearly demonstrating its practical applications.

How can I start shopping live?

What we call a trend for now is relatively simple to implement. But like all marketing techniques, a little strategy will go a long way. Here are some best practices:

Give consumers what they want

A live interactive experience means you can react to consumer needs as the video progresses. The three main reasons why consumers engage in live shopping are: taking advantage of bargains; discover new products; learn more about the features of an article. Try to keep these goals in mind when designing your campaigns. For example, you can run a live buy event alongside a site-wide sale.

Maximize the value of your “airtime”

The biggest benefits of live streaming purchases occur when the video is live. That means you’ll need to promote it well in advance to secure a significant number of attendees. The process is the same for hosting a webinar, for example. You have to promote events on social media is at brand newsletters, among other means. You also need to ensure that consumers can easily access content, regardless of the device used (tablet, smartphone, computer, etc.). To get the most exposure, you also need to distribute this content across as many channels as possible.

Make the purchase as easy as possible

This may seem obvious, but it’s worth repeating: provide easy and frequent opportunities for consumers to buy your product. The most effective way is to integrate the purchase process directly into the live stream. If a consumer doesn’t even have to leave the window to get their hands on what you’re selling, that eliminates a ton of extra steps and hurdles that might make them hesitate.

Key points to remember

Not every trend is worth spending resources on. However, when it comes to live shopping, we have reason to believe that this method can last. she trusts the well-established benefits of visual commerceand studies show that user interest and value will only increase.

The author:

Thomas Peham, VP of Marketing at Storyblok is an expert in SaaS marketing. He has been working in SaaS marketing since 2014 and leads the Storyblok marketing team with the goal of popularizing the Headless CMS for developers and marketers.

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