retailX: Why Shoppable Live Streaming is Here to Stay
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3 years, 4 months ago |
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WHAT'S INSIDE
Livestreaming is a channel that was made popular in China and has recently made waves among U.S. brands and retailers as a new avenue to build consumer engagement and drive ecommerce. Deborah Weinswig, Founder and CEO of Coresight Research, will present a playbook for U.S. brands and retailers on how to leverage livestreaming ecommerce effectively — covering key trends and technologies and best practices for hosting sessions in-house or working with influencers.
Takeaways:
- Although U.S. retailers can take learnings from China, they will need to adapt livestreaming ecommerce strategies to U.S. market conditions to effectively engage consumers and drive sales;
- In adopting livestreaming, retailers should look to build lasting relationships with viewers, starting from targeting the right customers and connecting with them through the appropriate platform or channel; and
- Livestreaming is more than a marketing tool; it bridges the divide between the digital channel and physical store, which is particularly important in the short term as consumers remain wary of visiting public places amid pandemic recovery.
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