Having taken OFF in China, live stream shopping has the potential to be BIG in Europe and the US. But, in order for this to happen, we need to discuss strategy 😎
The live shop industry has been pumped with capital over the past year and a bit. Largely thanks to the pandemic. This year in China alone, shoppers are expected to spend $300 billion on products featured in live shop streams. An astonishing figure brought on by an increasingly online retail space.
So what makes up a successful stream? And could it be possible for Western audiences to start spending billions on broadcasts? 💰
Anything is possible, but to start from the beginning, let's take a look at the key anatomy of a live shop broadcast...
1. The video stream itself 📽
In basic terms, this is simply the video the viewer sees on their desktop, mobile or tablet device. The hosts show their products and talk about their brand through the stream to a limitless audience.
For interactive video platform, Smartzer, live stream shopping events are streamed into the shoppable editor using third party streaming apps like OBS or Larix. They can be easily connected using the stream key and RTMP link.
2. Featured products with handy links to shop 🛍
As the brand live streams, the appropriate products will be displayed as product popups on top of, or alongside the broadcast. When clicked, viewers can see exciting details such as descriptions, sizing and price. They can EVEN click to add the item straight to their bag.
3. Chat function allows viewers to communicate and interact 💬
A chat bar encourages viewers to ask hosts questions. This opens a new channel of communication for online shopping, replicating the benefits of shopping in-person, virtually. Some chats have a reaction button function that allows viewers to share the love and appreciation.
So, what can marketers learn in order to harness the power of live stream shopping?
Do some research into live stream shopping event content and consider how your audience might engage 🔎
If you have a solid social media following, you will be able to generate hype in the run up to your event to encourage audiences to attend. Content can be super engaging, demonstrating products in action, showing the creation process or hosting a Q and A. Ask yourself, do my customers respond to product video formats?
Do consider the costs and rewards of using live shopping 🏆
The beauty of live stream is that it is super cheap to create. Broadcasting real time content means that although scary for some, content doesn't need editing or producing at a high level. It may cost money to use a live shopping platform, however, with brands appealing to impulse buying behaviour, it could be possible to sell hundreds in seconds. Even if you aren't selling hundreds of products, you could still have the opportunity to boost revenue through this unique, memorable and exciting shopping format.
Do keep an eye on the competition 👀
With the growth of live stream popularity, it is likely that similar brands to yours are branching into virtual shopping events. Check out what others are doing, what content are they focussing on? Don't forget to watch their audiences reaction as a way to gauge how yours might respond.
Fail to plan, plan to fail. Don't jump in blind 🙈
Make sure you have researched platforms, social sharing options and costs. Low quality live streams are frustrating to watch, if you haven't planned equipment, scripts for hosts, products to show, WIFI boosters, lighting, setting, date and time it will look unprofessional.
Don't leave your audience in the dark! 👎
Let your audience know when and where your live stream shop is happening. Ensure you are talking about it on socials, blogs, email newsletters and on website landing pages. Spread the word!
Broadcast hosts should be putting every effort into interacting with the audience and engaging their attention. Loyal customers love to see the face behind the brand so don't forget to let that personality show!
Do consider drawing your customer in with time sensitive, exclusive live stream offers 💯
Attract an audience with exclusivity. Debut new collections through ticketed events to make your viewer feel special. You could even offer one-off discounts for stream viewers to encourage impulse buys and quick decisions.
Do check out interactive video platforms like Smartzer! ❤️
Smartzer shoppable live stream helps brands to create seamless live shop experiences for their customers, generating incredible results. The simple editor allows users to add an interactive overlay to streams that viewers can shop from. Customers can add to bag without leaving or pausing the stream leading to high conversion rates. Brands can even repurpose recorded streams as on demand shoppable video content on Ecommerce and social.
For more information click here!
Updated: Jul 13, 2021
A brand new path has emerged for merchants in the form of shoppable content. The possibilities provided by the format appear endless, but how receptive is the 2021 customer to interactive and shoppable content marketing?
It is no secret that the world is constantly adapting to new forms of technology. Human's are always looking to make life easier and often the solution lies on the internet and within our smart phones. With new developments in these areas, our expectations for technology and how we interact online are getting higher and higher. The pandemic has only accelerated this rise.
In fact, in 2021, 59% of customers around the globe have higher customer service expectations than they did a year ago (Microsoft).
There SO many ways in which shoppable content is helping to meet this expectation. Although it has since been around for a while, marketers are only just seeing the shoppable light because...
It gives you instant access to products! Say "goodbye" to endless google searching for that models exact outfit!
Nowadays, customers crave the instantaneous, on-demand shopping experience. Rapid shoppable technology advancements have condensed the purchase funnel more than ever before. Whether it's on social media or on Ecommerce landing pages, it is pushing for bigger, better and quicker revenue.
See something you like? This see now, buy now philosophy supported by shoppable video means the online browsing experience has been simplified and made even more seamless through clickability. Revolutionary, add to cart functionality means that the viewer can buy straight from the video.
The customer is introduced to a more relevant, more personalised approach to online shopping!
Video interactivity has opened the door to audience participation. The customer can now play a role in video content marketing by clicking on product hotspots to view information about products they choose. Customers can click to choose their favourite colour, their size and more to add items to their bag.
It introduces a more engaging, exciting, gamified experience!
With an overwhelming amount of content being distributed across the internet every second, the attention spans of consumers are narrowing. This means it takes a lot for customers to stop and take notice of material. Interactive video provides an exciting, gamified experience that draws in the consumer and holds their attention for longer than standard video. After all, the more engaging the material, the more memorable the brand becomes.
Customers can now get to know their favourite brands more than ever before!
Shoppable formats such as live stream shopping offer customers behind the scenes access to their favourite brands. By signing up to receive invites to live shop events, customers can feel connected to brands through exclusive content with real time video opening the door to virtual face-to-face communication with brand representatives.
Livestream shopping has generated a wide range of real-time content such as virtual consultations, showrooms, shopalongs and tutorials. The opportunities seem to be pretty endless when it comes to shoppable content.
So what's next?
As more brands jump on the shoppable trend, video interactivity will gradually become the norm. Soon, it's possible that standard, flat video will fizzle out with customer expectation lying in shoppable video.
To find out more about shoppable video and livestream shopping formats click here!
Updated: Aug 24, 2021
Brown Thomas have continuously used Smartzer's interactive video platform to create a completely unique, exciting and engaging customer experience. This time, they used interactive video to introduce browsers to Zimmermann's SS21 collection.
Execution:
Using Smartzer's interactive video platform, Brown Thomas created shoppable content implemented as disruptor videos on collection pages. A variety of models wear the clothes on the page to give the customer a clear view of the products, encouraging them to buy. The placement of the videos within the collection allows for easy product discovery and refreshes the standard online shopping experience. Viewers could shop the looks by clicking on products in the video and carousel, selecting size and adding to bag.
Results:
The Zimmermann shoppable video had the following features:
Clickable, interactive overlay with product hotspots
In-feed positioning
Shop the video call to action
Bright eye catching colour palette to engage viewers
Memorable interactivity
Add to cart and size selection functionality
You can view the live shoppable video on Brown Thomas's website here!
Conclusion:
Brown Thomas is no stranger to using interactive video platforms to boost engagement and sales. Neither is Zimmermann, the brand has previously used Smartzer to produce spectacular, seamlessly shoppable runway shows and campaign videos. Using this fresh form of video content marketing can help brands stand out amongst a saturated online crowd by creating a memorable, inclusive and increasingly relevant customer experience.
If you want to find out more about interactive and shoppable video content, visit Smartzer here!