to engage with authentic brand content . GenZ and millennials trust product recommendations from their peers more than advertisements from brands . KOCs constitute nano and micro influencers who have less than one hundred thousand followers .
Personalization of shopping experiences
The modern shopper is obsessed with the hyper-personalization of shopping experiences that provide convenience . Shoppertainment connects with the shoppers at their channel of convenience and allow them to enjoy entertainment while still shopping . Livestreams offer access to detailed product description through text , sound and images . Shoppers are able to engage further through instream Q & A options and get instant feedback from the hosts .
Use of entertailing shoppable content
Brands need to loosen up in social selling platforms and use entertaining content that simplify the purchase process towards checkout . It is now easier to create shoppable posts and adverts on social media and ecommerce platforms . Showcase behind the scenes processes , infuse humor and deliver the intended message while still entertaining the customer .
Boost Engagement and loyalty
Livestream selling model drive more brand engagement since it directly connects with the audience through influencer campaign , grabs viewer attention through videos , audio and text during the livestream and a deeper post purchase connection if well executed . The key touchpoints can deepen engagement and connection with customers getting them hooked on the process and offers . Customers will keep coming back for the experience and offers ultimately remaining loyal to your brand especially if there is gamification involved . Optimize conversions
Shoppertainment creates a process that gives consumers an opportunity to make a purchase . Incorporating incredible offers , clear call to action and a complete ecommerce solution that allow checkout can increase conversions . The use of influencers to sell and peer to peer social media influence also leads to impulse buying . Spending time to optimize the conversion path will definitely lead to higher conversion .
Shoppertainment challenges The process
The process of setting up livestream selling is quite involving with a prestream campaign that involves influencers and other channels to create awareness , setting up of the livestream experience and post stream delivery of purchase and follow up with customers . It also requires several departments to come together to make it a success .
Technology integration
Successful shoppertainment that generates sales require end to end technology that attracts customers , enables payment and takes care of delivery . Most social media platforms are still struggling with the ecommerce element that completes a purchase while ecommerce platforms lack the ability to attract consistent visitors to the website .
“ Groupon effect ”
Shoppertainment selling requires highly discounted deals to attract and convert customers fast . This leads to over dependence on discounts to make the livestream a success which may affect ROI in the long run .
Adoption readiness
Shoppertainment doesn ’ t follow the traditional customer buying decision making funnel and processes . Customers may still struggle with the concept of watching a video or following a livestream to buy a product . They may still prefer the well know purchase path of browsing catalogues , considering different options before making a purchase decision .
The future of shoppertainment Key Opinion Consumers
Brands will make less investment in mega influencers and gravitate towards nano and micro influencers to deliver an intimate campaign that is authentic and connects with the consumers .
Digital immigrants
Shoppertainment is an everyday experience for the digital natives ( GenZ and Millennials ). We will see more of digital immigrants ( Gen X and baby boomers ) embrace shoppertainment .
Mainstream channel
Shoppertainment will become a mainstream sales channel integral to the overall marketing strategy . Big brands and SMEs will adopt it as a part of the sales delivery channels .
New verticals
Brands will go beyond the basic verticals likes clothing , footwear , electronic . New sectors like healthcare , government , consultancy etc will embrace shoppertainment .
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Martin Muli is an eCommerce and Digital Marketing Trainer and Consultant . You can commune with him on this or related matters via email at : Martin @ eyeballsmarketing . com .