Live Stream Selling Is Having A
Moment: How You Can Get Started
What is live stream selling?
Live stream selling is when a host showcases a product through a live online video. This can be done through a social media platform or a direct video call with a customer. The brands/ companies can introduce themselves, what their store has and the sales that they will be having before describing each item and the price of the items while showing it in the video so audiences can clearly see it.
Inside the live stream, audiences can:
- Watch the video wherever they want
- Interact in the comments in real time
- Ask questions and get answered directly
- As well as making direct purchases
“35% of retail managers have planned on implementing live stream shopping in 2021”- Square’s Future of Retail
“Retailers have taken online shopping experience as a higher priority ever since the pandemic as consumers on an average 43% have made their monthly purchases through online” - Square’s Future of Retail
“34% of Millenial and Gen Z said they are interested in live stream shopping” - Square’s Future of Retail
“30% of China’s population has viewed e-Commerce live stream in 2020 which is forecasted to expand in the US” - Forbes
“Retailers are increasingly converting their brands to live streaming because it is efficient and at the same time it is engaging to show off products and personality of the brand. I have seen business owners design elaborate backdrops, do story telling, wear costumes and even open oysters to show coloured pearls live on camera. Business owners are becoming mini-celebrities for the host of their shows and they are trusted in their customers point of view” - Katie Miller, Square account manager
Using live streaming to create a personal connection with customers
In June 2020, Renee Losee who formerly worked behind a bar has started live stream selling of jewelries on Facebook from her home under the brand Mama Renee’s Jewels.
“Live streaming is your connection to people because today, the most important thing that people will buy from you is because of your personality. You have to be approachable and be somebody the audience would want to spend time with.” - Renee Losee, Mama Renee’s Jewels
Losee is an expert in connecting with her customers. With her friendly presence, she is able to instantly make her audience members feel like they belong in her inner circle. The main factor of her success is consistency where she starts her live stream 4 nights/ week and also her skills in making the audience experience the joy of shopping.
“People will go to my live and say, ‘Man, I love your energy,’ or ‘I had the roughest day today and I just feel so much better now’ - and they have got five items in their shopping cart. They have their shopping done, they have that little bling which will only cost them $25 and they get to hang out with me for the night.” - Renee Losee
“Businesses succeed in live streaming by exposing customers the feeling of exclusive access, both through information and products. Having a product expert host the live stream, customers feel that they are getting secret access to the information which in turn builds trust in the brand’s knowledge.” -Miller, Square Account Manager
“Brands should also make live streams sales with a focus on live and limited opportunities, such as discounts, first access to a product or limited-edition items. Retailers wants customers to feel a sense of achievement after a live stream; where they get the best deal, one last piece, the best item that you cannot get elsewhere.” - Miller, Square Account Manager
“The real time system of the live stream creates a buzz and it allows audience to interact with each other while watching the event.” - Miller, Square Account Manager
By communication, Losee ends her live streams with uplifting messages that make her audience feel like they belong in a community and this keeps them coming back for more. She will say “Don’t forget to hug yourself and remind yourself: You’re amazing.”
Losee ends her livestreams with uplifting messages that make her audience feel like they are part of the community, and this keeps them coming back for more. “Don’t forget to hug yourself and remind yourself: You’re amazing,” she says in her sign-off.
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