5 tips to achieve the desired results

Direct shopping is one of the most prominent marketing trends in recent years. The development of these live social experiences is quickly becoming a must for brands around the world. According to a study by Forrester, 70% of consumers in France, UK, Spain and Poland are now interested in this innovative and immersive mode of online consumption.

But its potential remains largely untapped. And for good reason, half – or even more – the experiences created by brands today are futile. Here are five tips for giving direct shopping the dimension it deserves.

#1 – BREAK WITH CLASSIC CATALOGS

If direct shopping is so successful today, it is primarily because it goes against a breathless model: the product page model, strict and lifeless with its images and description. Classic tools for online sales are no longer poorly attractive and cannot compete with interactive and interactive formats.

Live shopping experiences allow consumers to interactively discover the world of a product, engage in conversation with brands, attend demos in creative formats or even receive one-on-one advice. It is a matter of recognizing that in the age of social networks, immersive videos, and influencers, the expectations of potential buyers are no longer what they were in the earlier era of catalogs in paper format.

#2 – Seize the extraordinary potential of this sales channel

Several innovations that make direct shopping a powerful marketing tool with a strong economic impact on the online sales sector. A few months ago, an American brand of figurines in their 40-minute live stream generated 46% of the sales volume they recorded on Black Friday.

Recently, a French clothing accessories brand scored over €250,000 in additions to a cart within 30 minutes thanks to a fully immersive immersive experience. With a viewing time unmatched with any other form of advertising, direct shopping allows visualization of conversion rates of around 20%.

#3 – Crowd direct shopping wisely

Unprecedented offers that arouse legitimate interest for many B2C and B2B brands of this sales channel. But to achieve this commercial success, it is still necessary to know how to mobilize direct shopping wisely. It is really clear that many companies using it today do not master the code and make mistakes that render their efforts futile.

#4 – Include direct shopping in your business animation plan

The problem is to base a direct shopping experience exclusively on the presence of an influencer that is believed to be able to generate enthusiasm for the product in question on its own. However, without an associated event, without an attractive commercial offer or a particular creative proposal, these sales moments are doomed to fail.

This classic mistake reflects a misunderstanding of what makes the power of direct shopping a strength. This can only be really effective if it is part of an overall marketing plan and designed as a sales promotion tool in itself. It therefore requires creating the event in a way that aligns precisely with the challenges and goals of the brand’s marketing plan.

#5 – Design each experiment based on key indicators

Product launch, flash sale, custom-made commercial animation… It is essential to make direct shopping an event, because it cannot pay off if it is mobilized as a simple sales channel for a product without themes, isolated from the total strategy. But to design an effective experience that meets the challenges of the event in question, it is necessary above all to think of the experience as a whole, from defining the communication plan to analyzing its results through selection products, selection of commercial offerings and design of proposed interactions.

Few of the marketing devices generate as much impact on a business as the thoughtful and carefully curated direct shopping process. Depending on the set of goals, the results can be analyzed according to three main indicators:

  • Brand and product exposure rate, an average indicator of 5-7 minutes for direct shopping experiences, that is, display time much longer than traditional ad formats;
  • The inclusion or opt-out rate that allows the spectator to be transformed into a qualified leader thanks to the collection of personal data (more than 45% on average);
  • Conversion rate, i.e. converting an experiment into a purchase (about 20%).

Direct shopping is not just a tool for displaying products. It is a way to support the commercial animation plan by putting immersive experiences at the service of business causes for brands and distributors. That is why it is quickly becoming a staple for brands all over the world. But to exploit the full potential of this new leverage, they must give it its rightful place and make it a core component of their marketing strategy.

Benoit CiceronVP Live Commerce at iAdvize

Expert opinions are published under the full responsibility of their authors and the editorial team is not involved in any way.

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