How do you successfully launch a product with Live Shopping?

The benefits of Live Shopping for brands

Live Shopping humanizes online sales by combining live sales, interactive marketing and social networks. It's an effective approach to showcasing brands' products and engaging consumers.

Live Shopping offers significant benefits for brands, such as increased visibility, buzz generation and improved brand awareness. On the commercial and e-commerce front, it promotes new customer acquisition, increased conversion to the shopping cart, and the retention of existing customers. Consumers benefit from an immersive, personalized shopping experience, with the ability to ask questions, get advice, and take advantage of exclusive promotions in real time.

Replay is also a key Live Commerce asset: highlighted on the e-commerce site's product page, it boosts sales over the long term.

Live Shopping increasingly used for product launches

Live Shopping is growing in popularity for product launches for a number of reasons. Firstly, it meets the needs of modern consumers who are looking for more interactive and personalized online shopping experiences when discovering a new product. In addition, it offers brands the opportunity to better understand their preferences and recurring questions. Last but not least, online direct marketing has been democratized, whether through social networks, Live Commerce in general or other platforms, offering companies the opportunity to leverage this tool.

Preparing a successful product launch with Live Shopping

The success of a Live Shopping product launch depends on a number of factors, not least the preparation and planning of your live event. Here are some crucial steps to follow to ensure the success of your live event.

Define clear objectives for your product launch

The first step is to define clear, measurable objectives, such as increasing sales, acquiring new customers or promoting a specific product. For a product launch, a Video Commerce is above all a way of showcasing a concept, a new product in a range, and highlighting the innovative aspect of the product and what sets it apart from the competition. Live Shopping adds a digital event component to your product launch marketing strategy.

Formulating your objectives in advance will enable you to define your priorities for your product launch Live Shopping, and will also enable you to obtain relevant feedback after the Live.

Create captivating content and a well-crafted storyline

The content of your Live Commerce event needs to be both informative and entertaining to capture the attention of your audience. It's up to the organizing team to find the right balance, depending on your brand, your audience, and the desired editorial line.

Prepare a detailed scenario, including product presentation, demonstrations, testimonials from customers, experts or influencers who will be speaking, and promotional offers. Don't hesitate to rehearse several times to ensure that everything runs smoothly on the big day, both technically and in terms of content and speakers.

Promoting and communicating effectively before Live

To attract the maximum number of participants to your live event, it's essential to implement an effective communication strategy.

This is an important factor, and one that requires content to be matched to the target audience. Good, well-positioned content, with a relevant incentive (promotional offer, exclusivity, discovery...) will help to interest your audience beforehand and encourage them to take part in the live event.

Use social networks, newsletters and influencer marketing to promote your Live Shopping and generate consumer interest. Also include marketing incentives, such as discount codes or giveaways, to encourage sign-ups and shares.

To ensure that as many people as possible take part in your product launch, it is important to communicate well in advance on all your communication channels:

• Website 
• Organic or sponsored social networks
• Emailing / SMS campaign
• In-store relay display
• Relaying the communities of content creators/influencers who will be hosting or taking part in the Video Shopping event

You'll be able to reach a wider audience and increase the reach of your Live Shopping operation. ‍‍

Don't overlook the importance of good in-house communication to unite people around your product launch! The active participation of sales, technical and IT teams are all micro-influences and proof of solid branding.

Successful Live Shopping product launches: best practices

The success of a Live Shopping product launch doesn't stop with preparation. Here are a few tips to ensure that everything runs smoothly on the day of the event.

Animate and interact with participants to create engagement

Event animation is a key element in the success of your Live Shopping event. Be sure to actively involve participants by asking questions, organizing games or soliciting their opinions. Respond to questions and comments in real time to create a personalized, interactive experience.

To boost engagement during Live Commerce, consider the tools integrated into your solution, such as polls and integrated games. These digital animations keep your audience's attention by going further than a purely informative live video. 

Manage sales and orders in real time for a seamless experience

Make sure your e-commerce platform can handle the effects of Live Shopping on sales and orders in real time, to offer a smooth, frictionless shopping experience for participants. The simpler the shopping experience, the more likely customers are to make a purchase.

With your Live Shopping tool, like the Caast solution, you can track several indicators in real time:

• Participation rate: A high participation rate indicates that your audience is genuinely involved in Live and interested in the subject. This creates an immersive atmosphere where viewers feel connected to the brand and are more likely to make purchasing decisions. The more engaged the audience, the more likely they are to make spontaneous purchasing decisions.
• Interaction tracking: You can track your customers' interactions in real time, including questions asked, comments and reactions to featured products. This feature enables you to identify the topics that generate the most engagement and adapt your content accordingly.
• Click-through rate: Click-through rate analysis enables you to identify which elements of your content generate the most engagement and interaction. You can determine which products, descriptions, visuals or offers generate the most interest among your audience, so you can better target your efforts and maximize results.

These features enable you to adapt your content in real time during the live event and for future sessions.

Post-event analysis and optimization to improve future performance

After your product launch Live Shopping event, take the time toanalyze the data and feedback from participants to identify strengths and areas for improvement. Use this information to improve your Live Shopping strategy and optimize your future events. Remember, success in live shopping is based on continuous learning and adaptation to the needs and expectations of your audience.

Don't forget the power of replay in your product launch. Present on your Live page, it can also be leveraged, as with Caast Shorts, as part of your Social Media strategy or to amplify your product launch communication.

By following these tips and relying on a high-performance live shopping platform like Caast, you're ready to make a success of your live shopping product launch and offer your customers a memorable shopping experience.

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