Good morning,
Prior to the coronavirus pandemic, if you wanted real-time advice on how to style a trendy Rebecca Minkoff sweater with an equally fashionable handbag, your best bet was to head to a retailer, such as Nordstrom or Bloomingdale's, and track down a clerk.
Post-Covid, Rebecca, the founder of the eponymous brand, will show you herself, right from her closet. Minkoff is one of many retailers leaning into an e-commerce trend that the pandemic has helped accelerate: livestream shopping. Think of it like a QVC broadcast where brands and influencers pitch products but specifically for social media and e-commerce platforms where you can instantly click through to make a purchase. The payoff of making a live, direct pitch to potential customers is real: Minkoff says that generally every live video the brand produces, whether it's on Amazon or Instagram, generates a 20 percent lift in traffic to its website.
Since March, entrepreneurs across the country have invested in content creation as a way to stay connected with their customers. These retailers have figured out how to directly merge that content with commerce--and with the holiday shopping season in full swing, their timing couldn’t be better.
Read our story to learn what makes a successful livestreamed sales pitch, including best practices from some of the most prolific experts out there today. |
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