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Holiday shopping and promotional events like Black Friday are natural opportunities to amplify a live shopping session. 38% of consumers said they are not sure if their favorite brands offer video shopping or live shopping, highlighting a gap that brands need to fill when it comes to awareness. Brand anniversaries and product cuts offer similar potential, wrapping the trade in nostalgia or exclusivity, tapping into consumer emotions while presenting products in a fresh and exciting light.
To take advantage of this trend during the holiday season and into the new year, brands should explore the following strategies.
Gamification
Shein and Temu demonstrate how gamification (and FOMO) during live shopping events can increase engagement and loyalty. These platforms use interactive features such as spin-to-win promotions, exclusive wallpaper sales for live sessions, rewards and challenges that create urgency and exclusivity. By offering limited time offers or discounts during live events, they maintain high consumer attention, ensuring repeat visits. This strategy not only helps brands differentiate themselves, but also fosters long-term loyalty.
Leverage AI
When considering a live shopping platform, it’s worth taking into account technology and platform integrations that can automate key processes and maintain a personal touch. AI-powered chat features can provide instant support, quickly answer frequently asked questions, and offer personalized recommendations.
WhatsAppwhich is already widely used around the globe for targeted customer messages, it can be a game changer in continuous engagement after live shopping events or recovering abandoned carts. These strategies allow businesses to focus on targeting specific customer profiles and achieving conversion goals while minimizing the need for post-event follow-up inquiries and costly infrastructure investments.
Build consumer trust with influencers
By leveraging trusted voices with strong audience connections, brands can drive meaningful engagement in live shopping. The right influencer can build credibility, fostering real-time interactions that surpass traditional ads. Their product demos, tailored content and Q&A sessions simplify purchasing decisions, while micro influencers they excel at connecting with niche communities, mixing expertise with relatability. This fosters deeper relationships and allows consumers the information needed to make confident and informed purchases.
