Do you know what Live Shopping and a tailor’s work have in common?
Both offer a custom product for the customer.
When creating a Live Shopping project, it’s essential to choose the right types of live sessions based on your business.
Live sessions aren’t all the same, and they don’t work in the same way for every brand. At the core is always a strategic assessment of needs and, above all, the objectives you want to achieve.
Live Shopping is often viewed as a means to drive sales. However, it’s not just about selling; there are many reasons to engage in Live Shopping, each corresponding to a specific format to best highlight the brand and achieve desired results.
Here are some examples of live formats that can adapt to your eCommerce business and your goals.
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In-store live sessions
This format simulates the offline shopping experience and allows your users to immerse themselves in the store atmosphere.
The advantage of an in-store live session is the opportunity to provide viewers with assistance and guidance, just as they would receive in a physical store, offering purchase advice and leveraging the expertise of company representatives, such as sales associates or store managers.
Live sessions at physical events
Live Shopping is also about show and entertainment. Live sessions at physical events allow you to make the most of this channel in a unique way.
Con show in diretta di questo tipo, puoi creare eventi davvero omnichannel e phygital, creando esperienze che combinano dimensione fisica e digitale in maniera altamente immersiva.
With live shows like these, you can create truly omnichannel and phygital events, crafting experiences that combine physical and digital dimensions in a highly immersive manner.
An example of a live session at a physical event is a fashion show, like the live event held by the Italian brand Rinascimento on the runway to showcase its new collection.
Another example of a live session at a physical event is the Motonline live broadcast held during the EICMA Fair in Milan
Live demonstrations
Si tratta di un format che mette in luce i dettagli, le funzioni e i benefici dei prodotti presentati in live, sfruttando la conoscenza di creator ed esperti del settore di riferimento. This format highlights the details, features, and benefits of the products showcased during the live session, leveraging the expertise of creators and industry professionals.
This format allows for tutorials or provides users with product usage guides and helpful tips.
Educational live sessions
Live sessions are not just opportunities to showcase products; they also serve to discuss topics that are relevant to the industry for informational or educational purposes. This is a form of educational marketing: educating and training customers is the best way to build trust and customer loyalty.
A brand that effectively utilizes educational marketing in the context of Live Shopping is Atida eFarma, which organizes live sessions that explore topics like women’s wellness, breaking down prejudices and taboos.
Live cooking shows
Cooking shows are true live spectacles. They incorporate entertainment similar to television, which makes them highly effective in capturing viewers’ attention.
This format is an evolution of “live demonstrations” because it allows products to be showcased in a practical context.
An example of this format is Leroy Merlin Italy’s spring live sessions, where guests, often chefs, prepare recipes live using BBQ products and accessories.
Live challenge
What’s more engaging than a cooking show? A live challenge where users can vote for their favorite team, of course!
The gamification component ensures a high level of engagement and longer average viewing times, with the community directly involved through a “televote.”
A prime example of this format is Leroy Merlin’s BBQ-themed live challenge in Italy, where two teams, Braciami Ancora and Grigliare Duro, competed live, judged by Chef Max Mariola and viewers voting from home.
Live session with guests
This is undoubtedly one of the most well-known types of live sessions, which keeps viewers engaged by featuring prominent figures relevant to the community.
Who can be guests in a live session? Creators, industry experts, influencers, and even customers themselves as brand ambassadors.
An example of this type of live session is the one hosted by Farmacia Loreto, featuring Jill Cooper, brand ambassador for Foodspring.
Conclusions
Il Live Shopping si configura come una potente leva di vendita e connessione con la propria audience. È uno strumento efficace in grado di accrescere l’engagement, stimolare le conversioni e costruire community di utenti affezionati al tuo brand.
Live Shopping is emerging as a powerful tool for driving sales and connecting with your audience. It’s an effective way to increase engagement, boost conversions, and build a loyal community around your brand.
However, the success of this channel is closely tied to the development of a well-thought-out strategy.
If you want to learn more about how to activate Live Shopping on your eCommerce site and fully harness its potential, schedule a call with us. It will be an opportunity to discuss and plan a personalized Live Commerce strategy together.
LET’S TAKE IT LIVE TOGETHER!
