Leveraging the Power of Livestream Shopping Events
A guide to how Schibsted Partnerstudio helped their customers achieve retail success with Vev
March 14, 2024
Words by Jon Roar Solset
The retail landscape is continuously evolving with consumers seeking more immersive and interactive livestream shopping experiences online.
International e-commerce revenue hit over $6 trillion at the end of 2023. There is undoubtedly money to be made online, and one trend (that instantly makes the older generation reminisce about the TV-Shop channel) has gained significant traction online: livestream shopping. These digital e-commerce events offer retailers a unique opportunity to engage with their audience in real-time, drive sales, and create memorable shopping experiences.
In this article, we'll delve into the world of live commerce, uncovering the advantages and how Schibsted Partnerstudio, Schibsted's content agency, leverages creative concepts, visual storytelling, and Norway's broadest reach to deliver outstanding results for their clients. We'll also explore how they've utilized Vev to produce and host premium livestream shopping events for retailers like Elkjøp, Lyko, Kondomeriet, and Eurosko.
🌟 New to Vev?
Vev is a revolutionary content creation platform for all your web-based marketing activities and content. Vev enables you to execute on all your wild marketing ideas, as we provide the most flexible and creative web creation tool that helps you bring your ideas to life within reasonable time and budget frames. With Vev, you can effortlessly design and launch engaging live shopping events, and a variety of digital marketing material, that captivate your audience and drive sales like never before.
The retail landscape is continuously evolving with consumers seeking more immersive and interactive livestream shopping experiences online.
International e-commerce revenue hit over $6 trillion at the end of 2023. There is undoubtedly money to be made online, and one trend (that instantly makes the older generation reminisce about the TV-Shop channel) has gained significant traction online: livestream shopping. These digital e-commerce events offer retailers a unique opportunity to engage with their audience in real-time, drive sales, and create memorable shopping experiences.
In this article, we'll delve into the world of live commerce, uncovering the advantages and how Schibsted Partnerstudio, Schibsted's content agency, leverages creative concepts, visual storytelling, and Norway's broadest reach to deliver outstanding results for their clients. We'll also explore how they've utilized Vev to produce and host premium livestream shopping events for retailers like Elkjøp, Lyko, Kondomeriet, and Eurosko.
🌟 New to Vev?
Vev is a revolutionary content creation platform for all your web-based marketing activities and content. Vev enables you to execute on all your wild marketing ideas, as we provide the most flexible and creative web creation tool that helps you bring your ideas to life within reasonable time and budget frames. With Vev, you can effortlessly design and launch engaging live shopping events, and a variety of digital marketing material, that captivate your audience and drive sales like never before.
In this article...
In this article...
What is Livestream Shopping?
Livestream shopping events, also known as live commerce, involve broadcasting live video content showcasing products or services to an online audience. These events typically feature hosts or influencers who demonstrates products, answers viewer questions, and encourages real-time purchases.
Popular platforms for hosting live shopping events online include social media platforms like Instagram, Facebook, and TikTok, as well as dedicated e-commerce platforms. On the other hand, Schibsted Partnerstudio has distinctly chosen to build their live e-commerce experience in Vev, opting to deliver it directly on their own platform — delivering a fully-branded, custom experience.
Schibsted Partnerstudio On Using Vev to Bring Unique Livestream Shopping Experiences to Their Audiences
Schibsted Partnerstudio, Schibsted’s dedicated native advertising team, has used Vev as their core (visual) CMS since 2017, and are always finding new and innovative ways to approach the market with exciting formats for native advertising, working for an incredible range of advertisers and creating unmatched engagement from audiences. As a result, Schibsted Partnerstudio has taken home several medals in from the Native Advertising Awards hosted by the Native Advertising Institute, with projects all made in Vev.
Meet Jon Roar Solset, Content Producer and Project Manager at Schibsted Partnerstudio. He sees his role as mastering a mix of creativity and solid project management, curating a variety of engaging marketing campaigns in Vev on behalf of advertisers looking for high quality storytelling. With livestream shopping, Jon emphasizes the extra effort and planning needed for success. Here, he'll generously share tips from the steep learning curve Schibsted Partnerstudio has had with the emerging format, highlighting the unique demands of premium live e-commerce events compared to typical branded content articles in native advertising.
Jon Roar Solset
Content Producer and Project Manager
What sparked the idea for the livestream shopping event, and what do you see as the benefits?
It actually started as requests from customers in the retail industry that was curious about the concept. We have seen that it is a growing and very successful concept in Asia for example. The request made us interested in exploring if we could make a similar success in the Norwegian market. We are very open to explore, develop and test new approaches with our customers and our first event was in collaboration with Kondomeriet, Norway's largest provider of adult toys online. The positive response paved the way for collaborations with Lyko (a beauty powerhouse in Sweden expanding into Norway), Elkjøp (a leader in electronics and appliances across the Nordic region), and Eurosko (the biggest shoe chain in Norway and the Nordics).
A live shopping event is an excellent way to engage more closely with buyers and target audiences. The ability to ask questions and receive immediate answers fosters intimacy and trust. Additionally, we've experienced impressive viewing times during these events. People spend many minutes actively engaging with your product and conversing about it, resulting in a positive impact for customers. It's all about the closeness and time spent with the presenter.
What role does Vev play in the work you do in Schibsted Partnerstudio?
Vev plays a crucial role in fostering creativity, experimentation, and flexibility within our team. We conceive ideas and seamlessly translate them into reality through Vev's versatile capabilities. Working with Vev brings us immense joy as we witness our concepts come to life effortlessly. It's an incredible platform that significantly enhances our ability to deliver exceptional results.
What inspired the creation of a livestream shopping event within Vev, and can you share some details on how you executed?
It was a natural choice for us to utilize Vev, considering its integral role in our workflow as our core CMS.
We use Tipio, a full-service provider for Live Shopping, to handle the production of the live shopping event and managing the external aspects of the live stream. The stream is seamlessly integrated into Vev as an embed, featuring an automatic start for the live event and transitioning to a recorded version post-event for continuous accessibility. Utilizing Vev enables us to host the site on our own platforms, ensuring traffic remains directed here. By designing the landing page within Vev, we can offer a tailored design for the retailer, ensuring brand consistency and enhancing the brand-building aspect of the campaign.
Additionally, we complement the live shopping event with supplementary content within Vev, such as articles providing additional information or dedicated landing pages for the campaign.
Can you provide some insights or feedback on the events?
We're pleased with the outcomes. While we can't disclose specific client details, we've garnered positive feedback and have confident outlooks on the format's future success. We highly recommend those who are curious to give it a try.
From your experience, what are some key strategies for successful online live shopping events?
Tailoring the experience to the customer and the purpose is paramount, with creating anticipation beforehand being crucial. The event should make a splash, providing an enticing entry point to draw in the audience. Strong pre-event promotion is essential; offering special deals, showcasing new products, providing giveaways, and involving influencers can all contribute to generating interest. People are selective about how they spend their time, so consider whether receiving a live shopping notification would capture your attention enough to tune in at the designated time.
During the event itself, maintaining engagement is vital - it should never become dull. Introduce fresh elements as the event progresses, and keep the momentum high. Selecting the right host is key; someone who resonates with the target audience can make a significant impact. Start by understanding the target demographic and find a host who connects with them effectively.
In summary...
Livestream shopping events represent a powerful tool for retailers looking to engage with their audience, drive sales, and build brand loyalty in today's competitive e-commerce landscape. By embracing this trend and implementing effective strategies, retailers can leverage the power of live commerce to create memorable shopping experiences and achieve greater success in the digital marketplace.
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