5 Ways to Rock a Holiday Live Shopping Experience in 2022

5 Ways to Rock a Holiday Live Shopping Experience in 2022

Imagine you’re in a Walmart aisle, staring at the shelves, when you notice actress Drew Barrymore standing right next to you. What’s more, she’s really, genuinely happy to see you. “Oh, hey!” she says with a smile. “Were you looking at these for someone on your Christmas shopping list? Me too!”

After you pick your jaw up off the floor, you find yourself whisked away by her enthusiasm as she shares all the items on her gift list and why she decided to buy them. Not only do you walk out of the store with a cartload of perfect holiday gifts, but you’ve had a meaningful interaction that leaves you with a better impression of Walmart. Next time, who knows? Maybe you’ll bump into The Rock or Beyoncé.

Now you know the allure of virtual live shopping experiences. And though celebrities and well-known influencers aren’t always on tap to host, personalized attention and shop-from-home convenience always win over a loyal fanbase.

While hugely popular in China with projections to reach ¥1.2 trillion RMD ($180 billion USD) in revenue and 660 million viewers this year, interactive live streaming shopping events are still in an infancy stage in the US. However, Coresight Research forecasts the US live streaming market will reach $25 billion by 2023. Plus, with sustained growth, McKinsey & Company estimates live-commerce-initiated sales “could account for as much as 10% to 20% of all ecommerce by 2026.”

If your business has considered capitalizing on the trend, 2022 is a great year to dive in.

What is live shopping and why will it disrupt ecommerce in 2022?

Live shopping is an interactive video experience that allows sellers to showcase their products and gives customers the ability to make purchases in real time. It also allows spectators to enjoy the thrill of product discovery blended with entertainment. Smaller, more intimate events may feature personalized recommendations and live conversations, while larger events may incorporate viewer reviews and live chat Q&A.

In a sense, live shopping is nothing new. As far back as November 1986, households tuned into the QVC shopping network where charismatic hosts showcased products on live television and accepted calls from at-home viewers interested in making purchases.

And while the channel has changed, today’s consumers are just as eager to find out about the latest products and make purchases in a convenient way. With 93.33% of internet users—spending an average of 2 hours and 24 minutes daily—on social media, it’s no surprise these platforms have been popular places to host live shopping events.

Increasingly, businesses are also investing in conversational commerce infrastructure—like video software development kits (SDKs)—to host experiences on company websites. That way, retailers can expand their reach beyond social platforms. They’re also better able to capture analytics, nurture leads across channels, and exercise control over the experience. For instance, shoppers can make purchases quickly and easily, without having to leave the live stream or the site.

This year, many shoppers will be back in stores to enjoy the whole tactile experience. Yet, there’s no denying that live shopping is here to stay—and growing year after year.

5 tips to launch a live shopping experience

If you’re new to live shopping, don’t fret! It’s not too late to launch a live shopping experience that’s memorable and successful. Here’s a quick step-by-step guide to get you started.

1. Find a way to host it

First, you must choose which platform or marketplace you’ll use to host the video stream and facilitate ecommerce purchases. If you want your business to stay on the leading edge of the trend, you can build your own customizable live shopping experiences to facilitate direct purchases.

With Twilio Video, you can embed interactive live video into your website or app to create a customized experience for up to 50 people at a time—ideal for intimate styling appointments, virtual shopping consultations, or promotional holiday presentations for VIPs.

2. Choose an entertaining theme

Rather than thinking of your live shopping event as a long-term differentiator, think of it as a way to get customers excited for the holiday season. For instance, schedule events that cater to specific target audiences with fun themes and festive decor.

You might also choose to promote a certain product (top lipsticks), situational must-haves (family portrait attire), or popular categories (toys for toddlers). Additionally, consider working with micro- or nano-influencers who’re likely to bring a fan base to you and amplify your impact.

3. Make it worth their while

Unlike a traditional sale, you don’t need to promote discounts front and center—though there should be a VIP exclusive offer available to reward video audiences. Consider it par for the course.

Instead, you could focus on limited-time offers, seasonal gift sets, and upsell offers to build loyalty. And don’t forget free shipping as an added perk. You might also take a page from Neiman Marcus. In 2020, Santa Claus delivered curbside pickups, and all virtual concierge orders arrived with a complimentary bottle of champagne and chocolate chip cookies.

4. Promote it in advance

Marketing is essential to maximize your views. So include an omnichannel push that uses newsletters, email, website banners, app and text notifications, and social media announcements to ensure the success of your live and on-demand events.

Plus, consider how and where you might repurpose a live stream event later to give your content legs. For instance, instead of just focusing on Christmas, consider Small Business Saturday as an option.

5. Prepare for the sudden influx in sales

Live events should encourage sudden sales surges. And while promoting fully stocked products immediately ready to ship is a best practice, you can also run “last-chance” closeout sales as long as you’re candid about the available supply. The latter is ideal for older items with an expiration date.

You’ll also need a system to capture, monitor, and measure lead activity to help you assess the fruits of your labor. Not to worry, with Twilio Conversations, you can handle a high volume of omnichannel messages and orders with ease.

Examples of cool holiday live shopping experiences

Need inspiration? During the pandemic, several top retailers recognized the benefits of video engagement and deployed interactive live streaming strategies, giving plenty of examples to consider. Here are a handful of our favorites:

Saks Fifth Avenue

Need a winter wardrobe makeover? Among the many VIP experiences this year, Saks is offering access to a one-on-one style advisor who’ll visit your home to review your closet and understand your needs. Then, Saks will follow up with a virtual live shopping experience to review the stylist’s custom-curated wardrobe of looks assembled just for you.

Nordstrom

If you don’t have the $7,500 to shell out for a complete wardrobe, you might consider Nordstrom’s free 30-minute virtual conversational commerce appointment. Nordstrom offers the opportunity to chat with a personal stylist about your needs and get tailored suggestions with no pressure to buy. It’s like stopping in at a store—but you’re guaranteed to talk to someone and can do it from the comfort of your home.

Anthropologie

Sometimes you need fashion advice in a snap—whether you’re buying a gift, dressing up for a new job, or updating your style of jeans. Anthropologie lets you book 45 minutes of live shopping with a stylist free of charge.

Macy’s

This year, Macy’s invested in an interactive live streaming SDK to debut its self-hosted, live shopping experience. The retailer’s personal stylists can help you look your best for the Macy's Thanksgiving Day Parade or dress the family up for holiday photos. Plus, customers can get a sneak peek at Lancome’s holiday beauty box and shop exclusive gift sets when they’re first available to the public.

Walmart

Preorder a signed copy of Scarlett St. Clair’s “Queen of Myth and Monsters” after watching a live interview. Go through the KISS holiday collection with beauty influencer Meredith Duxbury. Shop the “Stranger Things” collectibles with actor Randy Havens. Or meet up with Drew Barrymore to see what’s on her Christmas list this year. Anything is possible when you invest in video with live chat software for business.

Access the best live streaming software with Twilio

With Twilio for retail and ecommerce, you can build and sustain relationships with consumers this holiday season using interactive live streaming, cross-channel conversational commerce, cloud-based interactive voice response, lead alerts, and call tracking.

Plus, through live chat software for business, you can follow the customer journey across channels for greater insight and service—so you’ll never miss a moment to make an impact.

Expert live shopping help is the future. Embrace it by learning more about how remote appointments can be a differentiator for your business.

Contact us today about upgrading to a secure platform with 21st-century capabilities.