HOW LIVESTREAM SHOPPING ALLOWS FOR PRODUCT STORY TELLING

Livestream shopping is on the rise and for a good reason. Live videos hold viewers attention 10-20x longer than pre-recorded, on-demand content.

Thanks to Taobao, Chinese streaming giant, many smaller streaming apps like Bambuser and NTWRK have attempted to mimic the technology used to sell products to thousands in a matter of seconds. On the other hand, big social media names have invested in major tech companies to experiment with their own in-app livestream features.

However, even the big brands are slow to pick up this trending format. Deborah Weinswig a key retail and technology researcher at Coresight Research said that when she discusses live shop technology with employees and brand executives they always ask, 'Why would people want to see me?'. Weinswig explains that 'people want to see you. They want to know who you are. They want to know your values'. Even hosts who are behind the scenes employees have the capacity to connect with customers to give face and story line to a brand. This gives an essentially human feel to streaming commerce.

However, don't be led to believe that livestream shopping is just for the big names. Bloomberg has reported that Facebook is looking towards startups to help build the popularity of live shop experiences on their platform. Potentially, every micro-seller on Facebook Marketplace could have the option to host their own shoppable livestream. Not only this, but interactive video platforms like Smartzer have succeeded in taking smaller brands live to hundred of viewers. Viewers can buy from pre-uploaded product links without leaving the stream, giving way to a whole new platform for impulse purchasing. As a result, this leads to incredibly high engagement rates as well as high click-through rates and conversion rates.

It has been reported that 265 million Chinese internet users bought goods via livestreams in 2020. This accounts for 47% of total stream-viewing audience. This means that one in two viewers of streaming commerce were potential buyers. If you apply this proportion to the US which has 232 million streaming viewers, there is potential for a market of approximately 115 million new customers looking for a more personal online shopping experience.

Livestream shopping gives brands a huge opportunity to achieve high levels of engagement, CTR and conversion. The real-time, personal experience connects brands and customers via the power of technology.

For more information about livestream shopping visit smartzer.com

THE HAMPER EMPORIUM X SMARTZER: SHOPPABLE VIDEO

Smartzer helped The Hamper Emporium to create a mouth watering shoppable video to boost engagement on their ecommerce.

In 2020, the beverage alcohol ecommerce value grew by 42% to reach US$24 billion. Now, using the power of Smartzer's interactive video platform, The Hamper Emporium created a deliciously appealing shoppable video to take advantage of this increased popularity. The viewer is transported into the immersive video as they click to explore the variety of hampers that the brand has to offer.

With summer fast approaching, why not treat yourself or a loved one to a delicious bottle of wine accompanied by gourmet snacks courtesy of The Hamper Emporium?

Execution

The Hamper Emporium used Smartzer's interactive video platform to add a clickable overlay to their video. The brand could import products off their ecommerce into the Smartzer player to tag hotspots with key information. The viewer can interact with the video to shop products and add them to their basket for purchase. The shoppable video also features a browsable carousel alongside the content. The Hamper Emporium's interactive video is seamlessly integrated into their ecommerce landing page and reflects the sleek style of the brand to attract onsite visitors and introduce them to their dream hamper.

View the shoppable video on The Hamper Emporium's ecommerce here!

Results

By implementing the shoppable video seamlessly into their landing page, The Hamper Emporium can instantly draw in site visitors and educate them about a variety of products, giving them the confidence to buy. By using Smartzer's interactive video platform they achieved:

• A clickable overlay tagged with up to date product information

• 'Click to explore' and 'View hamper' calls to action

• Browsable group popups

• Browsable side carousel

• Direct links to product pages

• Stylish, frictionless video reflecting the brand ethos

Conclusion

With the total value of alcohol ecommerce expected to exceed US$40 billion by 2024, it's no surprise that brands like The Hamper Emporium are seeking new ways to sell their premium products to the masses. Shoppable video engages 2-3 times more than standard video and converts at up to a rate of 400%. With the alcohol and food industry moving to increasingly online formats, brands can use interactive video to reach a wider customer base, engaging them at high rates and providing them with an experience that they remember.

To find out how to make a shoppable video for your ecommerce visit smartzer.com

ZACZESS X SMARTZER: SHOPPABLE LIVESTREAM

Swedish Equestrian clothing brand ZacZess harnessed Smartzer's interactive video platform to deliver their first ever livestream shopping event.

In 2021, clothing brands have been searching for new ways to connect with customers globally and virtually. Jumping onto the livestream shopping trend, the ZacZess team was able to communicate and sell horse riding ware to customers in real time.

The 'mane' event, livestream helped ZacZess to present their top quality products to hundreds of viewers! The hosts modelled the clothes to clearly demonstrate the fashionable yet functional styles, giving their customers the confidence to make impulse purchases.

Execution

Using Smartzer's editor, ZacZess uploaded products that they wanted to demonstrate in their stream via SKU. They then built a shoppable carousel that featured alongside the stream that viewers could click and browse. ZacZess then connected Smartzer's player to their streaming platform using the stream key and RTMP link. Following this, the brand was able to stream allowing their customers to shop live. Smartzer's interactive video platform also includes a chat bar that allowed viewers to show their appreciation and ask the hosts questions. This successfully bridged the gap between the offline and the online.

Results:

The livestream shopping event was a success with incredible results!

• 67% of viewers interacted to view product details

• Over 50% click-through rate to product pages from the livestream

• 40% of viewers commented using the chat bar

Conclusion:

ZacZess achieved phenomenal engagement results by allowing their customers to shop live with Smartzer's interactive video platform. Livestream shopping is on the rise thanks to the global pandemic as it successfully connects brands and customers in socially distanced times. The top tier results suggest that the format is here to stay.

If you want to learn more about shoppable livestream, visit smartzer.com