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Matilda Agné, Projektledare på Naturkompaniet

Get the expert’s advice on how to improve your live shopping event

Regardless of whether you’ve already hosted your first live shopping events or if you’ve just started thinking about if live shopping is the right thing for your business, you must undoubtedly have some questions. That’s why we’ve spoken to Matilda Agné, project manager at Swedish retail chain Naturkompaniet. She has several years of experience when it comes to broadcasting live shopping, and in this article, you’ll find out 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, it’s always a good idea to get advice and tips from someone with experience in the area. Matilda Agné works as a project manager for Naturkompaniet – a Swedish retail chain specialized 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.

Take advantage of valuable customer insights

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 things that are important 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 there are many roles and divisions within the company that could benefit from these insights, says Matilda Agné.

Have reasonable expectations

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. Make a plan where you, for example, decide how many times a month you want to broadcast.

It’s important to have patience and set reasonable expectations for your first live shopping events. In the beginning, 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 that’ll help you consolidate your goals. Is it, for example, increased sales, brand awareness, or to highlight specific individuals within the company?

If you’re an expert in your field but not comfortable being in front of the camera, it still won’t be a good broadcast

Invite the right people to stand in front of the camera

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.

– If you’re an expert in your field but not comfortable being in front of the camera, it still won’t be a good broadcast. 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. In case something goes wrong, just see it as a lesson, says Matilda Agne.

Marketing to the point of being annoying

In addition to offering your customers the possibility to convert, they also need to know that your live shopping event will take place. In the beginning, you have to be repetitive, on the verge of being annoying. 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 also reaches out in their social channels. But don’t do this too early or too late. It’s best if your marketing efforts begin a few weeks before the actual broadcast.

Don’t skimp on good sound and lighting – that’s an essential part of the broadcast

Quality first

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, but you should try to get some variation by, for example, changing the studio or decor so that recurring viewers get to 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 an essential part of the broadcast.

In terms of time and date, live shopping events usually take place on weekdays when most people have finished their workday, sometime 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 at the same time as your competitors.

8 things to keep in mind when starting your investment in live shopping

  • Optimize your event based on what you know about your customers, what they usually ask about, and what they’re interested in.
  • Don’t assume you’ll hit big numbers during your first live shopping. Instead, see them as an opportunity to get your customers’ attention, practice, and find out what works best.
  • All the technical aspects of the live shopping event are vital to succeed. Make sure that the whole setup works while also being aesthetically appealing. Then, of course, the transmission itself has to function flawlessly.
  • You should be able to easily track data after the broadcast and optimize by implementing KPIs in Google Analytics, for example.
  • Make a proper plan and make sure that you have enough time. There’s much more work than you might think behind a 20-30 minute broadcast, so be sure to prepare. It’s essential to do a test broadcast before going live, especially in the beginning.
  • A well-proven trick to drive conversion is to present potential viewers with offers, competitions, and discount codes linked to the live shopping event.
  • Don’t forget to work with content linked to the broadcast afterward. This can help you drive even more traffic to the event even after the camera stops rolling. One example is to send newsletters where you highlight the ten most popular products from your live shopping. Another is to post highlights and clips from the broadcast on social media.
  • The reasonable length of a broadcast is about 20-45 minutes, but you need to try as you go. The recommended length also depends on how often you intend to arrange live shopping events.

Are you ready to try it out for yourself?

We want to leave you with the most important advice of all: dare to try! The most common mistake people make regarding live shopping events is to not get around to broadcasting one. Live shopping is constantly growing and if you want to be at the forefront, now is precisely the time to start planning for your first broadcasts.

While you contemplate the perfect location and figure out who should host your live shopping, we at Streamify will take care of the technical stuff. We’ve been doing this since 2019 and offer a scalable platform that can be adapted based on your particular company and needs. Read more about us or get in touch with one of our specialists.