E-commerce is the only sales channel for independent brands without a physical format and increasingly, the option that offers the biggest advantage to the apparel giants. Online shopping is an integrated practice and E-commerce is a cross-use tool beyond fashion, although it is in this area that sales represent an increasing amount of business. according to data from politician, the average annual spending on online fashion in Spain will reach 195 euros per person in 2021. Of course, electronic commerce is constantly evolving and being aware of all the possibilities it has to offer is vital to ensuring a brand’s future. In this sense, Aleshopping around or direct sellinghas become more and more a strategy A recurring theme among brands looking to connect with an audience that is highly engaged in the digital universe, It began as a commercial tool in China (originated by giant Alibaba in 2016 and exploded during confinement), and some influential peopleExperienced users use it as another way to monetize their content. However, for some time now, fashion brands themselves have found a powerful vein in this type of merchandising, especially when it comes to attracting new consumers.
Live Sales. How exactly does it work?
But, what is involved in these direct sales? Generally speaking, it is a new form of online selling, usually through social networks or the brand’s own website, During the process, practical advice may be given, questions about a product may be resolved, or a closer, two-way relationship may be established with the consumer. entertainment factor It can also have a major weight. As Chris Alonso, founder and director of Magnolia Agency, a creative agency specializing in digital marketing, explained, ” live shopping An important value in the purchase of any product, trust is based on, Being able to have a person on the other side of the screen who looks you in the eye, shows you the product and explains everything in detail makes the buying process easier. But keep in mind that not everything goes in direct selling. “When is it bad? When do we get into an aggressive business model that only cares about selling”experts say.
like big chains Commonhave recently joined live shopping as a strategy. In their case, they see it as a virtual event, it is broadcast through their website with an appeal on social networks. In these live shows they address different style themes depending on the time of year (how to wear basics, autumn trends, party looks…). United States, Tiktok is also planning to include this serviceAn initiative that stopped operating in Europe last summer but which promises to encourage consumption among the youngest before Christmas. According to a Deloitte study collected in an article by Washington Post60% of GenZ members plan to make at least one of their Christmas gifts using a social network like TikTok or Instagram (Either for inspiration or shopping).
one of the great advantages of live sales It is that they allow a product to be shown through a screen, which cannot always be appreciated in detail in its digital format. This aspect becomes especially relevant when it comes to beauty products. “The prospects are very interesting for any field. For Cosmetic markings are especially usefulsince with this format they can better explain the strength of their products, such as perfumes or creams”, explains Chris Alonso. This is confirmed by the professional hair products online store, Roberta, The platform has recently chosen to lshopping around in an innovative format that integrates the potential of the online channel with the visibility it provides influential people From which he counted for this digital appointment. “It is a very dynamic format where we explain to the customer the benefits of the products, what they are used for and how they are used”, analyze about this first experience. “The main advantage is that the products being talked about are all visible on the screen at once [en su caso, propusieron Schwarzkopf Professional y Authentic Beauty Concept] To be able to buy them right there. Live was done through Roberta’s website, presented by a influencer and with the experiences of other prescribers who also reported their personal experiences with the products. This alliance has allowed them to reach other customers beyond the public they already have, they also ensure that this type of sale allows them to show their proximity and have a positive effect on the average ticket sold.
In the case of applications There is a difference. Spanish brand of vegan sneakershas recently introduced whatsapp sales service, a completely automated process with which they seek “to be able to shop for our products, in an interactive way”, they explain to the brand. a hybrid between live shopping and traditional online sales. Customer communicates with a bot through the app “trained to guide you through the purchase process, clarify your doubts, request all required information, payment method…”, As of now, the service is in its early stages and they have only launched pre-sales of their new shoe models [las Taiga HI]But they are enthusiastic as they assure that it is “a Totally leading development in Europe, which was also shown great interest by the people of Meta when we presented it in the last E-show ’22’. It is not necessary to leave the application at any time to complete the sales process and, from their point of view, the big difference compared to online purchases of a lifetime is that “no one interferes, nor hours spent It’s a 24/7 service, in multiple languages, with immediate response and fully scalable. They consider it an organic and less invasive process and in future, they don’t rule out moving live shopping to TikTok or Twitch. Don’t do it.
Saving time, avoiding crowds and having a professional opinion behind a brand are some of the strengths of this type of business. An innovative bet that is beginning to cease to be anecdotal as more and more consumers adopt it live shoppingA futuristic strategy that has managed to integrate the best of the digital world with the most valuable elements of the physical store.