Smart brands are integrating shoppable live streaming features to attract customers whose expectations have been set by instant and on-demand social media interactions. They’re looking for easy expertise and advice, the latest trends, and inspiring and relatable content so they confidently discover and purchase items on the spot.
85% of customers rely on video when they shop online, while 71% are very drawn to interactive features, such as making purchases in videos (Brightcove, 2022).
eBay is tapping into the growing appetite for live shopping through the launch of eBay Live. The brand will host live shopping events on its website and app, where participants place bids in real-time on rare and collectable art, fashion, and lifestyle items, as well as speak to sellers through the chatbox feature.
Earlier this year, M&S introduced a live shopping service on its website. Customers can virtually attend 30-minute events led by M&S associates and experts on fashion, beauty, and home. Products are displayed on screen in shoppable windows for customers to click through and buy while they watch. Each live session is available to watch back after the event via the ‘Inspire Me’ section of the M&S website.
Household takeout
Livestream blends entertainment with instant purchases and live help, creating a new opportunity for brands to engage customers in an inspiring two-way conversation when shopping online.
Get in touch with Household if you would like us to explore how your brand can integrate live streaming as part of its digital experience.
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Also in the news:
Retail:
Selfridges opens permanent Formula One destination called The Track in London
Greggs trials new sustainability initiatives in its first ‘Eco-Shop’ format
Scribbler partners with Fujifilm to introduce an instant greeting card kiosk in-store
Ulta Beauty partners with The Allure Store in New York to offer a curated selection of products
Hospitality:
Airbnb partners with Interrail to offer six travellers a historic ‘slow travel’ experience
Stranger Things plans to open immersive experience in London
Campaigns:
Coca Cola unveils Disneyland Paris capsule fashion collection
Initiatives:
Gymshark opens barbershop with barbers trained to support mental health issues
Anya Hindmarch opens ice cream pop-up with unexpected flavours in London
Image courtesy of eBay
