The facilities that technological advances give us make the market guidelines change at great speed. What remains unchanged is the need to sell and find consumers of the goods and services that are offered and demanded. The growth of e-commerce and the circumstances that have facilitated online shopping options make us modify our consumption patterns. We have preferred comfort and immediacy but miss the experience. Therefore, it is very relevant and tender to the immediate future of online e-commerce to continue giving these advantages and enhance the enjoyment that gives us to buy something. If we manage to combine these factors, it will result in us being more efficient in contacting our clients and making it easier for them to decide for us and our projects than for someone else's.
For example, ‘Live Shopping’ is one of the trends that, in the immediate future of e-commerce. It has become a favorite option of consumers, mainly because of the affiliation it generates for brands. These are operations that put the buyer at the center and help him clear doubts, boost enthusiasm and leave him not only happy but satisfied. ‘Live Shopping’ uses live broadcasts that allow, interactively, users to consume without leaving the broadcast. A ‘Live shopping’ session mixes three main ingredients:
- Real-time chat.
- An unlimited invitation of new consumers —viewers—to the session.
- Content on the different social networks.
It is a very satisfactory and successful strategy that aims to go directly to the consumer, calibrate their interests and needs, be in contact to serve them, and help brands grow in the generation of profits and improve conversion rates. This situation comes to us from the Far East where it is stomping, according to the consulting firm McKinsey, the most outstanding country in this industry in China, where this modality accounts for more than thirteen percent of the total sales of e-commerce in the country. However, it was not the Orientals who pursued this strategy. It seems that the trend turned out like serendipity. It began as a kind of night sale that they called ‘Live Shopping Night’ that was carried out in Argentina and that was later replicated in Peru, Chile, and Colombia before reaching Mexico given the results obtained.
Of course, there are times when chance can be on our side, but luck does not feed on good fortune, it is about reflecting on the elements necessary to have a proper implementation. Mainly, it is necessary to have a really dynamic catalog that allows customers to better visualize a product so that they have an experience similar to what they would have if the product were in front of them. However, the greatest effort is the one that has to be made with each consumer and solve doubts about the quality, size, and design of the same. The strategy is considered successful in getting people who connected to the platform to finalize their purchases. Not only that, now the bidders had a more real contact with customers and were able to know the preferences of their consumers when they interacted live with a "like".
Previously, many entrepreneurs and entrepreneurs racked their brains looking for ways to reach their customers and once that point was reached, convince them to close the purchase. Of course, along the way, many transactions were lost and buyers did not complete the operation for countless reasons that remained in the wide space of ignorance. There was a dissociation between the product and the consumer. Currently, some strategies for businesses usually focus on how to get customers to connect during ‘Live Shopping’ sessions but do not consider the content and information that is produced in such transmissions, which contributes to not being able to marry the impulse to buy and the intention to sell. Each company that implements this strategy should make the contents of its social networks more attractive and even generate traffic to specialized websites, which can boost sales and provide new experiences to users.
It's about making the most of the ‘Live Shopping’ strategy beyond live streams to grow. That is, it is much more than flooding social networks with videos that do not cause impact and are not supported by a group that can follow a conversation to listen, resolve doubts and support the buyer. Therefore, it is necessary to attend to people who seek to enter the digital ecosystem and know exactly the demand for products that interest them.
It is about having social media synergy, that is, working in a harmonious way that leads us to generate better results with the sum of efforts than in the individual. It is clear that social networks are an important pillar for a 360 marketing strategy of each company, but it is not the only thing and that is a recurring mistake. Networks are not the ideal place for ‘live shopping’ events, as they limit the migration to the e-commerce sites where the transaction will take place. It is about giving a specialized solution that gives consumers a safe space that allows the opening of the dialogue between the brand and the consumer, in addition to increasing the session time of each user, which translates into something like the more time you spend in the store, the more likely it is that the purchase will be closed. They are streaming events.
The objective is to capitalize on these actions to increase the traffic of users on your website, archiving the event in a special and visible section of the social networks, so that you can access them as well as the carousel of the product to appreciate any demonstration or tutorial that has been transmitted, easily view participating products, add them to cart and complete the decision-making process for purchase.
For this, it is necessary to leave the imporvisación aside. You have to have a well-organized script with a believable and pleasant spokesperson who can implement animated PR tactics. The main idea is to let the host's authentic connection with the audience shine brighter than anything else. In the opinion of experts, this form of sale has the competitive advantage of credibility, since the user consumes more specific information first-hand, in addition to promoting smarter decision making and even feeling part of the purchase process. To achieve this, we must not only concentrate on selling but on seeing it as a form of entertainment from which they provide valuable information about their products to position them and retain consumers through the experience of interaction in real-time. Yes, but in addition to being fun, we have to be worthy of consumer trust.
I insist, that there are trends that change from one day to the one that follows and others that remain the same. The Trend of ‘Live Shopping’ is based on an important value that is to make us worthy of the trust of the client. New leaves must be allowed to sprout from those old roots. We take advantage of technology and give a relevant experience.