Whether you’ve already hosted your first live shopping events or just started thinking about whether live shopping is right for your business, you must undoubtedly have some questions. That’s why we’ve spoken to Matilda Agné, community manager at Swedish retail chain Naturkompaniet.
She has several years of experience in broadcasting live shopping, and in this article, you’ll learn more about what mistakes to avoid – and receive advice on how to plan for your future investment.
Since live shopping is a relatively new phenomenon, a best practice for organizing live shopping hasn’t been established yet. Therefore, getting advice and tips from someone with experience is always a good idea. Matilda Agné is a project manager for Naturkompaniet – a Swedish retail chain specializing in outdoor clothing and goods. She’s currently involved in starting up and running Naturkompaniet’s investment in live shopping and has several insights on how you can get the most out of your broadcasts.
One of the most exciting aspects of live shopping is the opportunity to get to know your customers in a whole new way. All the questions that viewers ask during the broadcast will give you insights regarding, for example, their level of knowledge about your products:
– You get a new understanding of your customers. They often ask about important things when you’re interested in buying something, for example, what the fitting is like or how the material feels. This is valuable information that customer service and store employees often have. But it can be a challenge to spread these insights throughout the organization, even though many roles and divisions within the company could benefit from these insights, says Matilda Agné.
It can be exhilarating to get started and have your first broadcast of live shopping – but then what? Many people make the mistake of focusing all their efforts on the first broadcast instead of setting up a long-term plan. To succeed, you need to give your viewers some kind of continuity. For example, make a plan where you decide how many times a month you want to broadcast.
It’s essential to have patience and set reasonable expectations for your first live shopping events. Initially, you probably won’t see astronomical viewing figures or sales records – but don’t give up. Instead, consider these first attempts as practice and learning opportunities to help you consolidate your goals. Is it, for example, increased sales, brand awareness, or highlighting specific individuals within the company?
One of the biggest challenges with live shopping – and something of uttermost importance – is deciding who should stand in front of the camera and present your event. You could choose an approach where someone takes on the role of host and asks questions to various experts. However, it’s crucial that the people standing in front of the camera are well-prepared, charismatic, and can capture the viewers.
– It won't be a good broadcast if you’re an expert in your field but uncomfortable being in front of the camera. I was nervous the first time I stood in front of the camera, but as long as you think it’s fun, you’ll get used to it. The trick is to practice. You can make as many test broadcasts as you want. If something goes wrong, see it as a lesson, says Matilda Agne.
In addition to offering your customers the possibility to convert, they also need to know that your live shopping event will occur. Initially, it would be best if you were repetitive and on the verge of being annoying. Please repeat the message about the upcoming broadcast in all channels; send newsletters, set up Facebook events, and make sure that any influencer you collaborate with reaches out in their social media. But don’t do this too early or too late. It’s best if your marketing efforts begin a few weeks before the broadcast.
Matilda Agné emphasizes the importance of deciding when, where, and how you should carry out the broadcast. A live shopping event is an excellent opportunity to get creative and try different approaches. But keep in mind that the quality of the broadcast should always have top priority:
– The choice of location depends entirely on the purpose and product. Still, it would be best if you tried to get some variation by, for example, changing the studio or decor so that recurring viewers can see something different. But if the broadcast is of poor quality, it’ll be the only thing viewers will remember. Don’t skimp on good sound and lighting – that’s essential to the broadcast.
Regarding time and date, live shopping events usually occur on weekdays when most people have finished their workday, between 17.00 and 20.00. Also, take into account various factors that may affect your broadcast. This could be, for example, to plan so that your live shopping coincides with paydays or campaign launches – or trying to avoid broadcasting simultaneously with your competitors.
We want to give you the most critical advice: Get started!
The most common mistake people make regarding live shopping events is not getting around to broadcasting the first one. Live shopping is constantly growing, and if you want to be at the forefront, now is the time to start planning your first broadcasts.
Do you need help getting started? Contact us!