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Creating a brand dedicated to Live Shopping: how and why?
February 23, 2024
Live Shopping is emerging as a major e-commerce trend since the exceptional circumstances of 2020. This innovative practice involves presenting and selling products live via digital platforms, offering users an interactive and immersive experience. By transforming the act of purchasing into an entertaining and engaging event, Live Shopping enables consumers to ask questions in real time, get immediate answers and benefit from exclusive offers, thus multiplying conversion rates by 10 compared to traditional sales channels(McKinsey).
The rise of Live Shopping is explained by its ability to create a sense of urgency and exclusivity, while offering a personalized and direct experience. This strategy, perfectly adaptable to a variety of business sectors, integrates seamlessly with a multitude of channels, becoming an essential growth vector in the online retail landscape. By offering a human connection and a social experience, Live Shopping promises to establish itself as a lasting trend, transforming the customer journey into an enriching, interactive experience, while increasing customer loyalty.
Creating a brand dedicated to Live Shopping is a strategic move that capitalizes on the advantages of this sales format. Such a brand needs to be agile, visual and interactive, emphasizing the personality and story behind the products. This involves careful consideration of the brand's identity, the definition of its unique value proposition, and the design of a coherent and engaging user experience.
A successful Live Shopping brand relies on a strong, recognizable identity, an optimized online presence and an engaging content strategy. It must be able to stand out in a saturated digital environment, offering a brand experience that resonates with the aspirations and needs of its target audience. In addition, the brand must be flexible to adapt to different delivery platforms and content formats, while maintaining consistency in its message and image.
To establish a solid digital brand, several key elements need to be taken into account. These include a strong visual identity that resembles your brand and its buyers. From the design of a striking logo, the choice of a representative color palette, the creation of an intuitive website and the definition of a clear editorial line: everything needs to come together to quickly identify your brand and who it's aimed at. The aim is to build a visual and narrative identity that is both memorable and true to the brand's values.
The creation of original, high-quality content is also crucial. This content must not only inform and entertain, but also encourage interaction and participation from your e-commerce platform's shoppers. Finally, an effective SEO strategy and an active presence on social networks are essential to increase brand visibility and attract traffic to your Live Shopping platforms.
As part of your branding and marketing strategy, you can also rely on user-generated content (UGC) to bring your products closer to buyers.
This brand doesn't have to be a clean sweep of your original identity and branding, but should be adapted to Live.
Adaptation is essential when transposing the elements of a digital brand to Live Shopping. Content must be designed to captivate the live audience, with powerful storytelling and attractive visuals. Active audience participation must be encouraged with clear Call to actions and exclusive offers presented during the Live.
So the brand experience needs to be consistent across all touchpoints, from the website to social networks, to the Live Shopping itself. This means harmonizing messages, maintaining a consistent tone of voice, and ensuring that live broadcasts reflect the brand's identity.
Several brands have already taken advantage of Live Shopping by developing innovative strategies and creating brands dedicated to their Live sessions.
Boulanger Live has created a brand especially for its Live products, recalling its branding with the "B" already used on products and communication media.
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Carrefour Live, like Boulanger, affixes the word "Live" next to its minimalist logo, modifying it according to the type of Live Shopping, whether "Bons plans" or Live dedicated to events such as Black Friday or the end-of-year festive season.
Sephora Live plays with its branding in the word Live and on a colorful, modern design.
Uniqlo has created its "Live Station" to provide a meeting place for its buyers.
These brands understand the importance of customer engagement anduser experience. They use Live Shopping as a means of telling their brand story, demonstrating the use of their products and creating a community of loyal, engaged customers. Their success relies on good preparation, in-depth knowledge of their target audience and strategic use of the data collected to continuously improve the experience they offer.
Creating a brand dedicated to Live Shopping is a project that requires a methodical approach as part of your e-commerce strategy. Before taking the plunge, it's essential to understand the market, define your target and design a unique value proposition. This begins with a phase of planning and market research to identify opportunities, trends and consumer expectations.
Once this foundation has been laid, the next step is to create and develop the brand. This involves the design of a visual identity, the development of a web page and the elaboration of a content strategy adapted to Live Shopping. It's also important to think about logistics and customer service to ensure a smooth and satisfying shopping experience.
The first step in creating a Live Shopping brand is market planning and research. This involves conducting market research to understand the needs and desires of your target audience, as well as identifying current and future industry trends. It's important to determine what makes your brand unique and how it can position itself competitively in the digital ecosystem.
It's also important to analyze the competition and identify industry best practices for inspiration. Understanding consumer behavior and the factors that influence their purchasing decisions is essential to designing a relevant offer and marketing message. This research phase will lay the solid foundations needed to develop a successful Live Shopping brand.
Brand creation and development is the cornerstone of your Live Shopping project. This step includes defining the brand identity, which translates into the creation of a name, logo, baseline and color palette that convey the company's values and mission, reminiscent of your parent brand. It's essential to create a strong brand image that resonates with your audience and stands out in the digital space.
Brand development also involves implementing a content strategy that engages users and encourages them to participate in Live Shopping events. Think about creating a captivating narrative around products, and plan interactive presentations that stimulate audience interest and curiosity. Creating an engaged community around the brand is also a crucial aspect of ensuring customer loyalty and long-term success.
Once the brand has been established, it's time to develop an effective marketing and promotional strategy to attract and retain customers. This includes choosing the right distribution channels, developing strategic partnerships, and implementing targeted advertising campaigns. It is also essential to analyze your Live Shopping performance indicators and to continually optimize your marketing actions.
Promoting your Live Shopping brand needs to be dynamic and adapted to the specificities of this format. Organizing pre-events to generate interest, collaborating with influencers to extend the brand's reach and using storytelling to connect emotionally with the audience are all tried and tested techniques. Finally, gathering feedback from participants and the project team is crucial to improving the proposed sessions and building lasting relationships with consumers.