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Silence ça caaste !


How did Cultura choose Live Shopping to strengthen its digital presence?

In this second episode of our "Silence ça caaste" report devoted to Cultura, an iconic Creative Arts brand, we went behind the scenes at the brand's headquarters in Merignac, near Bordeaux, to discover the filming of one of their Cricut Live events. In this episode, the teams share their tips and tricks for making Live a meaningful experience.

Cultura brand history

As France's leading cultural brand, Cultura's mission is to make culture accessible to all, which also makes it one of France's largest booksellers. An independent company since its creation in 1998, Cultura has over 110 stores, an online sales site and currently employs almost 4,500 people.

Cultura offers a wide range of in-store events, and supports its customers in their discovery of musical and artistic practices through its range of courses and internships for adults and children. Its product offering provides access to over 4 million references for cultivating, creating and learning.

Since 2011, the Cultura Foundation has been supporting educational and social projects in the vicinity of Cultura stores, in which company employees can get involved through skills sponsorship.

"First of all, we chose Live Shopping because it's a highly engaging format. First of all, it's a format that's easily accessible and consultable on the Cultura website. It's a format where, with a chat, we can interact; in other words, we can present products, push them via little capsules in the interface - we have an experience that is hyper interactive and that immediately answers any questions we may have." Adrien Ruiz, Content Project Manager

Key points

  • How Cultura integrated Live Shopping into its customer engagement strategy.
  • How Cultura has created truly inspiring appointments by choosing recurrence as a loyalty driver.
  • How Cultura is taking the gamble of inviting itself into homes by choosing early evening Live times.
  • How the teams have conceived the Live concepts as truly interactive programs that respect the brand's DNA.

Adrien's ❤️ Live tips

miniature live cricut culturaplay icon white
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Cultura, an emblematic brand dedicated to creative, cultural and artistic leisure activities, was looking to rethink its digital strategy to strengthen its proximity to customers and create regular online appointments. Faced with travel restrictions due to the health situation and changing shopping habits, Cultura decided to innovate and become one of the pioneers of Live Shopping in France.


Despite its strong digital presence, Cultura wanted to create a more interactive online experience for its customers. The company was looking for an innovative way to showcase its products, respond to customer queries in real time, and offer added value beyond the simple sales transaction.

Cultura decided to integrate Live Shopping into its digital content strategy. This approach enables live product demonstrations, answers customer questions in real time, and creates a live event dynamic that encourages engagement.

Cultura also used Live Shopping as a platform to offer added value to its community. Live sessions include not only product demonstrations, but also craft workshops, Q&A sessions and new book presentations, creating a space for their audience to learn and be entertained.

Organize regular Live Shopping sessions to animate their community of customers:

  • Newsletter and in-store promotion
  • Integration of video shoppables in dedicated product pages
  • Landing page dedicated to Lives on the Cultura website
  • Original and inspiring theme Lives, in line with community expectations
  • Replay accessible from dedicated product pages.

Cultura is an inspiring example of how Live Shopping can revolutionize the online customer experience. By positioning itself as a forerunner of this practice in France, the retailer has not only succeeded in meeting today's e-commerce challenges, but has also set itself apart by offering a unique experience to its customers.

It's a clear demonstration that Live Shopping is more than just a sales tool, it's a genuine platform for interaction and proximity with customers, capable of radically transforming the way a brand connects with its community.

How about improving your customers' experience together?


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