The South Korean consumer electronics company Samsung held its first live shopping session with VTEX.
Samsung follows a business philosophy that focuses on dedicating its talent and technology to creating higher quality products and services that contribute to a better global society. Consequently, it is not surprising that it develops strategies focused on the continuous improvement of the ecosystem.
This is why VTEX’s Live Shopping App was the choice of Samsung Chile to show the innovation that has distinguished the company since its beginnings.
During a 60-minute live shopping stream, it managed to attract more than 1,500 viewers who generated more than 1,600 interactions with the brand. The order percentage grew by 163% compared to a normal online shopping day, which resulted in an almost fourfold increase in the turnover rate.
“Live shopping is a great tool to drive the offers we want to promote. It is an excellent combination of explaining our products, as well as being able to show our offers to the customers. This way, we can get closer as a brand to the end-user, provide closeness and explain what the products we sell are like.”
Paz Pérez Aros, Online Assistant Manager at Samsung Chile
In short, this strategy is the future of ecommerce and will continue to grow. In the first quarter of 2020 alone, 265 million people purchased products via a live stream, according to McKinsey Digital.
The same company revealed the product categories that currently capture the most audience interest. The fashion industry has a 36% share, followed by beauty products and food, with approximately 7%. Consumer electronics account for about 5%, furniture and home decor for almost 4% and, lastly, the automotive industry for 0.2%.
Four key factors that no one has told you about when implementing Live Shopping
An increasing number of brands are doing live shopping events. However, some of them often do not get the results they expect. How can you increase your chances of success? We will share some tips with you.
1. Social media that really is social
It is key to understand the difference between doing a live stream through a platform and only showing products, and developing an online environment where the customer can interact, choose products and buy them in the same place.
An important part of the live shopping success is to have a strong and highly engaged community on social media platforms. In that sense, social media is an essential aspect of driving qualified traffic to the site to ultimately convert it into transactions.
Samsung, in this area, has social media that interacts with the brand and generates good traffic to its ecommerce site. In addition, before and during the event, it generated a buzz campaign about live shopping that ended in a live stream event with fantastic promotions and an interactive experience.
2. More than a presenter, a result
Having a popular host can bring different benefits, such as:
- Attracting a bigger community;
- The participation of a community that is willing to interact;
- Aligning brand and customer interests through an intermediary that creates the match;
- The image it projects and associates with the event.
However, you must ask yourself whether these objectives are more relevant than final sales since having a famous host does not necessarily mean more sales.
Have you identified the right host? Samsung has. Part of its strategy was having a famous presenter, Joaquín Mendez, who hosted the event and generated the interaction that the brand had planned.
3. A valuable influencer
An influencer is key to the success of a live event.
One of the main traits associated with an influencer is to have a solid community and, in many cases, even a loyal one.
However, their value does not lie in their ability to generate loyalty, but rather in their ability to connect with that audience and other audiences as well, through the interactions that can be created during the stream, which could turn into sales.
Also, an influencer who has built an image will be able to speak directly about the benefits of the products and generate enough trust through the image that they have built sometimes for years.
4. Brand reputation
Brand reputation is the idea or concept that people associate with a brand. This factor is as important as the other ones.
The reputation of a brand is built based on three elements:
- What people think about your brand;
- What you communicate and think about your brand;
- What others — opinion leaders, influencers — are saying about your brand.
It is important to understand these concepts in order to maintain consistency and increase the chances of success in your online shopping strategy.
Finally, you may have social media full of interaction or popular presenters and influencers, but if you have not managed to generate enough credibility through a good brand reputation, these efforts will negatively impact your results.
Experience first hand the results that the live shopping experience offers you.
