Holiday shopping and promotional events like Black Friday are natural opportunities to amplify a live shopping session. 38% of consumers said they aren’t sure if their favorite brands offer video commerce or live shopping, highlighting a gap that brands need to fill when it comes to awareness. Brand anniversaries and product milestones offer similar potential, wrapping commerce in nostalgia or exclusivity, tapping into consumer emotions while presenting products in a fresh, exciting light.
To successfully leverage 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 boost engagement and loyalty. These platforms use interactive features like spin-to-win promotions, blowout sales exclusive to 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.
Leveraging AI
When considering a live shopping platform, it’s worth factoring in technology and platform integrations that can automate key processes and maintain a personal touch. AI-powered chat functions can provide instant support, quickly respond to frequently asked questions, and offer personalized recommendations.
WhatsApp, which is already widely used across the globe for targeted customer messages, can be a game-changer in continuing engagement after live shopping events or recovering abandoned carts. These strategies enable businesses to focus on targeting specific customer profiles and achieving conversion goals while minimizing the need for post-event follow-up queries and costly infrastructure investments.
Building 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 outperform traditional ads. Their product demos, tailored content, and Q&A sessions simplify purchasing decisions, while microinfluencers excel at connecting with niche communities, blending expertise with relatability. This fosters deeper relationships and empowers consumers with the insights needed to make confident, informed purchases.