Based on my experience in the Chinese market, however, can also be announced as hosts that already have experience with the brand or products.This has two advantages: better credibility and higher commitment rates.But it is also conceivable to have employees: to be streamed inside, in their own business, from the warehouse or the production facility, and thus to achieve existing customers or followers.New collections or the champagne reception during the reopening can also be extended online and live.
Proximity, trust, authenticity
In the oversupply of information, products and channels, trustworthy recommendations, direct interactions and authenticity are particularly important.In particular, this is why live broadcasts do not have to be perfect-they live from the imperfection and are therefore closer to the customer.The host becomes a friend, like the representatives of Tupperware in the past.When shopping in real time via Livestream, users receive authentic insights and can watch the products go shopping or testing, and then buy themselves
Let the stream start
It is surprising that brands and dealers have not yet tried live shopping.Neither expensive equipment and a studio are required, nor have to be used to spend large budgets.Many brands are already active on platforms such as Pinterest, Instagram, YouTube or Tiktok, all of these channels offer excellent live formats, including the infrastructure for comments, reactions, sharing and the integration of landing pages.
You can also stream via your own website, whereby social media is more flanked by the event.In any case, care should be taken to limit the shopping event in time and link with exclusive discount codes or actions to set decisive purchase impulses.
Best practices from Europe
Anyone who thinks that live shopping is only something for lifestyle and beauty brands in the lower and middle price segment is wrong.Pharmacies stream live from their rooms, go to dialogues with customers and provide interesting insights that are otherwise denied to all customers.
In Europe, Orsay has already implemented live formats on its own website, extended through social media and also offered discounts.The luxury brand Dior presented the new collection via Tikkok.And Flaconi staged a live shopping show with the influencer and make-up artist David Jacobs.
The possibilities of live shopping have not yet been exhausted.Anyone who has now tried it as an Early Adopter in the European market will quickly be able to prevail in the highly competitive e-commerce industry.Therefore, it is always worth taking a look at China, where live shopping has already prevailed and shopping innovations are born.
To the author: Elena Gatti has headed the sales activities of the Azoya Group in Europe since 2018 as Managing Director.Before that, she had been responsible for the leadership of the roof room for two years.The company has specialized in e-commerce, especially in China.
Nach Abschluss ihres Bachelorstudiums in Telecommunication Engineering an der Universität von Parma, Italien, absolvierte Elena Gatti ein Masterstudium in Computer Science & Communication Engineering an der Universität Duisburg. Ihre berufliche Karriere begann sie als Projektmanagerin am Department of Multimedia & Software Engineering an ihrer Alma Mater. Danach war sie fünf Jahre im Hause Accenture im Bereich Finance & Performance Management als Consultant tätig bevor sie, ebenfalls als Beraterin, bei der Macromedia GmbH arbeitete.At the end of 2015, Gatti joined the Azoya Group as a Business Development Manager and took over the management of the DACH region in 2016.As Managing Director Europe, she has headed the Azoya Group's sales activities in Europe since 2018.
Elena Gatti is married and has three children.
