Livestream shopping has taken off during lockdown as its enabled customers to shop socially online, receive personal service and access entertainment, all in one interactive service.
As stores reopen, this new way of shopping shows no signs of slowing down. 35% of shoppers intend to continue shopping through livestream ecommerce beyond the pandemic (Barclaycard, 2020). In response, brands are adding livestream zones to stores to create an interactive and shoppable destination that is accessible anywhere. Brands are also evolving expert colleagues into ‘influencers’, allowing customers to access live personalised guidance and tutorials from those they trust.
Walmart hosted a livestream beauty shopping event on TikTok, after a successful trial in December 2020. The brand is leveraging TikTok creators and influencers to demonstrate and sell their favourite beauty products, with the aim to drive sales.
Klarna partnered with Cosmopolitan magazine to launch its first US livestream shopping event. The livestream was filmed at Macy’s Herald Square NYC flagship, where during the event, shoppers were offered exclusive deals, with financing options from brands such as Adidas.
Retail
Hyundai Seoul opens to become Seoul’s largest department store
Tommy Hilfiger opens new immersive Paris flagship
Adidas’ new strategy will focus on DTC sales
Nike’s new strategy will focus on diversity and sustainability
Hospitality
The first LGBT+-affirming retirement community called ‘Tonic Housing’ will open in London this summer
Foodhall Mercato Metropolitano will open in Canary Wharf, London this summer
Campaigns
Ariel wants to decarbonise laundry
Unilever will stop using the word ‘normal’ to describe hair and skincare products
Initiatives
Walmart hosted a livestream beauty shopping event on Tik Tok, after a successful trial in December 2020
Klarna partnered with Cosmopolitan magazine to launch its first US live-stream shopping event
Cadbury creates virtual egg hunt via Google Street View
Disney Plus now has 100 million subscribers worldwide
H&M launches an AR pop-up book to celebrate its latest collection with Simone Rocha
Image courtesy of Walmart
