In today’s digital scenario, customers know exactly what they want and prefer seamless shopping. Therefore, live shopping is gaining popularity these days. Post-COVID, online shopping has pushed many brands to create engaging channels and enhance their customer’s shopping experience. With more technological advancements and the rise of social media, live shopping has become an essential tool for every marketer.
Let us explore live shopping and how it influenced the traditional online shopping experience.
What is Live Shopping?
Live shopping refers to live selling and live streaming commerce where the host or influencers interact with the users by showcasing their products in real time. The host provides all the necessary details related to the product and demonstrates all the insights. It is like merging online shopping with the excitement of live events where the brands engage with their target customers and present the product contextually. They make it more exciting by collaborating with influencers who host the livestreams and use their popularity and trusted reputation to reach target audiences and boost sales.
From fashion shows to product tutorials, live shopping platforms offer diverse content that caters to varying interests, preferences, and customer needs. The brands utilize these platforms to showcase the latest trends and innovations with practical insights and demonstrations encouraging customers to make informed purchasing decisions in real time.
The Interactive Appeal of Fashion Shows
Various sustainable fashion brands increasingly invest in live shopping for several compelling reasons. These brands leverage live shopping to host virtual fashion shows accessible to global audiences. Viewers can virtually participate through live Q&A sessions with the designers and models in real-time. These interactions foster a deeper connection between the consumers and the brands.
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Product Demos: Bringing Products to Life
For digitally savvy shoppers, many international fashion brands collaborated with fashion influencers and asked them to live stream their experience on their platform. It worked magically well for many brands and their featured products sold out within just one hour.
Many luxury brands have launched “remote clienting” where they replicated their personalized in-store service with a new video shopping feature. Using this feature, the customers were allowed to chat with the brand client advisors in real-time. The staff demonstrated the product on the cameras based on customers’ requirements and created a virtual in-store shopping experience for them.
How do Fashion Brands Benefit From Live Shopping?
- Increased Sales
One of the key reasons brands adapt live shopping is increased sales. Brands collaborate with influential hosts that engage with the customers by showcasing brand clothing. They reveal exclusive discount offers during live events that encourage consumers to make informed decisions in real-time. It increases the number of sales and helps the brands reach new heights.
- Successful Off Events
Live streaming is one of the great ways to launch a new collection or introduce a flash sale. Influencers can build anticipation before live events, which thrills viewers and boosts the likelihood that they will make a purchase. Flashing the sale on the live show creates a buzz around potential customers. It creates an atmosphere where the customers know they must grab the deal on time. This creates a perfect scenario to capture impulsive purchases.
- Increase Customer Engagement
Through live shopping, you can engage with your target customers in real time. Using the comment sections, the customers can ask questions and get answers from the host immediately. This builds a strong relationship between the customer and the brand. The host can provide a live demo of the product on the camera and potential customers can analyze the quality before making any purchase decisions.
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- Attract New Customers
Live shopping is a new format that not only attracts Gen-Z and Millenials, but it is gaining popularity among all age groups. It encourages a large volume of new customers irrespective of their age. That means live shopping is a powerful tool for all fashion brands that can help them increase brand awareness and expand their clientele all over the world.
- Enhanced Digital Experience
Live shopping has enhanced the digital experience of many shoppers. The engaging online format of live shopping makes it easier for the customers to ask questions, interact, and know all the insights of the product before making a purchase decision.
- Low Return Rates
It has been observed that live shopping has benefited many fashion brands by lowering their return rates. Through live shopping, customers get a firsthand look at the product and can make a confident purchase. With real-time Q&A sessions, the customers get all the answers related to their product and know what they are buying.
- Increased Brand Trust
Customers trust the product when they receive satisfactory answers to all their questions. This increases brand trust and the amount of confidence in purchasing it.
The Final Words
Fashion brands are interacting with their customers differently thanks to live shopping. It is a powerful tool that combines entertainment, interactivity, and commerce seamlessly. So, leverage the advantages of this effective tool and connect with the customers to drive business growth in this digital age.
