Born in China, Live Commerce is growing rapidly among French retailers. With the current health situation, it is no longer possible for brands and retailers to rely on their usual in-store trade marketing activities such as shelf displays or product demonstrations. They therefore need to go digital: this is why Live Commerce is being deployed in France.
With the omnipresence of digital in our lives, the way we consume is changing. Before making a purchase in a shop or on the internet, 89% of consumers research and compare products to make sure they are making the right choice.
Brands therefore need to differentiate themselves from others in order to attract consumers' attention. This is where retail entertainment comes in.
This strategy is based on the use of entertainment to increase customer engagement. Various marketing actions can be mentioned such as:
These trade marketing actions aim toincrease online sales by giving consumers a different shopping experience.
With the health crisis and the closure of the majority of physical outlets, in-store sales events, the pillars of trade marketing, have had to cease. It is no longer possible for consumers to test beauty products or mattresses, or to watch a demonstration of a food processor.
With the increase in online shopping, it is urgent for brands to reinvent their commercial animations or risk losing customers and therefore sales. For 72% of shoppers, the impossibility of testing a product is one of the reasons that slow down their online purchase. This observation has led to the emergence of a new form of digital animation: live commerce.
The aim of Live Commerce is to transpose into digital form the product demonstration that was done in shop. These live sales are an opportunity for retailers to promote a brand by creating an event around one or more products to increase sales.
For pure players, Live Shopping has several advantages:
For retailers with physical outlets, Live Shopping allows :
For brands and retailers, trade animation boosts sales. Live Commerce is a digital trade marketing channel that provides a different and engaging shopping experience for customers. The result: increased sales both online and in-store.