2023-11-11 14:30:04
A new form of e-commerce is developing in Switzerland: live shopping. It is a mix of online sales and live streaming, which has already convinced certain brands. The concept is inspired by influencers on social networks. Salespeople or stylists film themselves live and offer consumers the opportunity to purchase the products presented directly online.
The last holdouts in e-commerce have barely taken the plunge since the pandemic when the practice of online sales is already reinventing itself in Switzerland. After online shopping, here comes live shopping, or “live-shopping”. A sales technique that came from Asia and which has spread to the rest of the world with Covid.
One of the first to take the plunge in Switzerland, Bongénie Grieder launched during the pandemic, to maintain direct contact with its customers and present the new collections to them despite the closure of stores.
“We always offer this meeting once a month. The goal is to provide a new experience for our customers and it works well. Live shopping is halfway between online sales and in-store sales, with a more personalized experience”, notes Claudia Torrequadra, communications manager at Bongénie Grieder.
In complete privacy
For the spokesperson for the boutiques, live shopping is not necessarily the future of ready-to-wear, but another way of retaining a certain clientele each month: “It is perhaps the meeting place between friends that the customers note in their diary. And the session is quite personal. There is a discussion between the person we have invited and the customer who is watching us. They can “chat” live and do their shopping in a cozy,” adds the spokesperson.
For their part, customers just have to click on the products presented to order them. This more intimate, more personal online sale would encourage people to consume a little more. And the argument hits home with many brands.
Increase in average basket by 50%
The Clarins brand was also launched at the time of Covid. Today, it continues because “it works very well”, says Caroline Andreutti, digital director of the brand: “We have succeeded in providing a service which meets the requirements of customers, which allows us to build their loyalty, and which also allows us to increase our average baskets considerably.
For a normal average basket, the order is multiplied by two during live shopping: “And on more luxury ranges, we even manage to multiply by four. So for us, it’s a real advantage”, underlines- She.
Give to receive
Clarins’ objective is now to convince more customers to opt for this type of purchase. “What we’re trying to do is send samples of the products, so that customers can have them in their hands and then book an appointment for a live consultation. That way, they can use the product at the same time as they discuss with our beauty coaches”, reveals the manager at Clarins.
On the other side of the screen, Isabelle, a young retiree, is a loyal customer of the brand. She defends local commerce, but finds an intimacy online that she does not have in store. She then treats herself to between 8 and 10 live-shopping sessions per year: “A bond of trust has been established with the advisor. In store, most of the time, there are other people waiting and wanting also receive information. It’s not always easy, depending on the subject to be discussed, to be able to share like this in store.”
Live shopping is therefore taking hold, and according to experts, it should continue to grow in the years to come. THE McKinsey consultancy estimates that live shopping will represent 10 to 20% of online commerce by 2026.
Théo Jeannet and Feriel Mestiri
1699715131
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