We asked Kjell & Company's Head of Live Commerce, Nicholas, to be a guest blogger and write anything he wanted about the format of Live Shopping. Below you will find his article, and we thank you, Nicholas, for participating.
There are many excellent press releases and success stories on live broadcasts that generated considerable sales in a short time. While this is the reality for some broadcasts, it is certainly not the norm.
But is that reason enough to be discouraged? Obviously not.
Of course, you should aim to be profitable, and the money will have to be counted, but the live format has many other advantages. E-commerce becomes more alive, the site gets more personality, the dialogue with customers improves, and just being live can distinguish you from other players.
If you are considering starting with live broadcasts or live shopping, it is essential to know why you are doing it. You need to be able to offer something that you can only get there and then. Otherwise, you can just as easily watch a recorded video. It can be exclusive knowledge, offers, competitions, or perhaps new launches. But in order for a consumer to want to watch live, you have to get something that you don't get from a classic video.
The absolute most significant advantage in my eyes is the chat, where you can communicate with your viewers live. It allows for a dialogue as opposed to a monologue. The viewers feel seen and heard and hopefully, you start to build a relationship together.
This brings us to the second major benefit. To build a relationship with your customers and viewers, they need to be able to feel trust. In a live broadcast, everything happens in real-time. You get questions you weren't prepared for, technical problems arise, and sometimes things just don't go as planned.
But if you face these situations calmly and transparently, you are perceived as honest. It becomes easier to feel trust, and the chance that you as a customer will return and trust your judgment in the future increases.
Then the technical threshold is not nearly as high as in recorded material; in principle, anyone can make a great live broadcast with a mobile phone and an extra microphone.
You shouldn't stare blindly at sales; sometimes, branding can be even more valuable.
Check out Kjell & Companys Live Shopping here 🔥