7min read - iAdvize
Live Shopping has just come from Asia to Europe and America, and is already taking off thanks to the interest shown by retailers. It enables brands to strengthen their digital and omnichannel strategies through a new engagement channel to bring the brick and mortar experience online. The principle is simple: an expert presents the brand’s products to consumers who can directly interact, ask questions or even buy during a live event. But what are the essential practices for a successful live event?
First, you need to consider Live Shopping as a global event: there is a before, a during, and an after. Understanding each of these different phases is an essential stake in the realization of a Live Shopping Event. We invite you to read our article on the vision of our CEO, Julien Hervouët, around the future of Live Shopping.
So, a Live Shopping Event takes place in 3 stages: Pre-Live, Live Shopping Event, and Post-Live Replay. Each of these steps is essential to achieving a successful and comprehensive Live Shopping Event. The Pre-Live aims to recruit an audience and notify your viewers. During the Live Shopping Event, the goal is to allow spectators to interact with the host of the live, ask questions, and give shoppers the ability to add products presented during the event to their basket. Finally, the Replay strives to allow people who could not attend the live event, to see it later with the possibility of purchasing the products already presented. The other goal is to capitalize on the content created during the live to enrich the product sheets of your eCommerce platform.
A successful Live Shopping can help you to boost your reach, as well as your conversion and engagement rate as much as possible. So, in this article, we offer you 13 tips to manage a successful Live Shopping Event.
The use of multiple cameras is strongly recommended in order to bring a qualitative and immersive experience to life. Why a multi camera experience?
Today the experience has become standardized. It is more accessible: you can now film from several phones, several professional cameras. Therefore, it is extremely simple to deliver such an experience, and the prices are becoming more and more competitive.
Regarding format, the vertical view (portrait, 16:9) is the most suitable for Live Shopping. The main reason is that today, between 80 and 90% of the use is done on mobile. Thus, since the majority of people who consume Live Shopping do so on mobile, we must be able to deliver a format that adapts to it.
The role of the moderator is critical during a Live Shopping Event. He will respond to comments and questions asked during the Live. Some lives generate a lot of engagement, sometimes over 3000 reactions, of which over 500 are questions. Thus, it is difficult for the facilitators to answer all the questions asked.
The role of the moderator is, therefore, to support the facilitators in interacting with the spectators. Ideally, you would need two moderators per Live Shopping Event.
Finally, be aware that there is often redundancy in the questions asked. To overcome this, the facilitators can give a general answer: the moderator identifies a question corresponding globally to the same theme as the others, and the facilitators answer it.
The first thing to know in building a Live Shopping Event is that several departments will be affected. For the event to be successful, you have to communicate about it, choose a certain number of products, and expose the brand. Therefore, it is vital to integrate the marketing and e-commerce teams. Internally, there is a certain number of people to tune in.
For the Live experience itself, you will generally only need three profiles:
For a more successful Live Shopping experience, we strongly recommend the presence of a duo. The first personality is someone who is rather expert in the products, on the technical and intrinsic elements of the products and who will therefore be able to present the products to the spectators. The second element of the duo will instead strive to be the spokesperson for the spectators. Indeed, this second profile will focus on the spectators and the animation: he will be concerned with questions and answer them, his animation will be based on his feelings and the sharing of his emotions.
Carrying out a Live Shopping Event with a partner is a great way to generate excellent results after the experience.
In order to get impactful engagement and conversion rates, it is essential to advertise your event. We recommend that you announce your event 7 days before the Live Shopping Event. The best teasing format is the video format, which can better capture and inform your customers more effectively. In terms of content, we advise you to highlight:
Make sure you choose channels that activate! Do not hesitate to take advantage of these levers such as your CRM base, Display/CRM amplification, relay the event on social networks, reach your community and those of your influencers. A good practice to note is the animation of your Live Shopping Event by influencers. These influencers will come and co-host the Live Shopping Event with you and will have an extremely strong pulling effect on the event. On the other hand, influencers allow you to amplify your message to the extent that you no longer reach only your community but also that of your influencers. Therefore, you recruit new prospects to present your products.
How do you find the ideal niche? Take an interest in your shoppers' stats so that you are aware of the best days and peak times on your website. It is also a necessity to take an interest in the TV program too! Indeed, a Presidential address, the Super Bowl, or a program like Survivor could considerably reduce your audience, so do not ignore it. Benoit Cizeron, Live Shopping’s VP at iAdvize as well as Aploze’s CEO, noticed that :
Once you announce your event, a reminder is required. Send a simple notification to spectators who wish to be reminded of the time of the Live Event. A text notification five minutes before the start of the Live event is optimal. The advantage of the text channel is that it is the one that generates the most responsiveness. Finally, to remind everyone that you are presenting a Live Shopping, publish a story on your social networks about 5 minutes before the start of the Live event under “Backstage” conditions. With this type of practice, you can easily double your audience.
You need to interact with your spectators as much as possible during the Live session; invite them to ask questions, challenge them by asking their opinion, solicit their tastes, thank them personally following a comment.. These are all examples of how you can personalize the Live Shopping event. During a Live Shopping event, the facilitator must imperatively focus on interaction with his audience by making only a brief presentation of the products. In order to get better engagement and conversion rates, your Live event must stand out from a demo.It must be an exchange.
The Live Shopping channel has a boosting effect on spectator enthusiasm for new products and promotional offers. By working on your commercial offer (offers, vouchers, Live contests…), the conversion rate will only increase. Moreover, the spectator who will watch the replay will want to participate in the next Live Shopping event that you will organize. Ideally, we recommend that you present at least 2 new products, as well as some Live event exclusives.
It is important to leave as little delay as possible between a question and its answer. The Aploze by iAdvize solution enables questions displayed to the Live event/session host, who can answer them directly and personalize the spectator experience. Product demonstrations should be kept to a minimum so that you can promote authenticity and answer as many questions as possible. Ideally, the product presentation should be limited to 3 key arguments and focus the rest of the Live Event on spectators’ questions.
At least 30% of the business gets generated after the Live Shopping event. The Post-Live phase is so important that we advise you to publish the Live replay instantly. It will guarantee to latecomers and absentees to be able to see everything that happened during your Live. The replay could also make them want to participate in the next Live event that you will offer.
Live Shopping is also a way to enhance the customer experience by adding live clips to your product pages. By doing this, you can make a catalog less static thanks to different animation formats. These formats are extracts and video widgets.. Finally, you must capitalize on the Live event. Create 40 to 60 second video capsules on a live flash: a question or a moment, which can be used for social networks and allowing a redirection to your Live replay for a complete experience.