What’s ahead for live video shopping in 2022? Video is becoming a primary channel for research, product discovery and sales whilst more business leaders are placing live video as a number one priority for 2022. Let’s talk more about the path live video is on for the year.
Live video is still an alternative for lower footfall in large cities
Stay at home guidance and normalised flexi-work situations are influencing lower footfall across the high-street and shopping centres. In the first week of Jan 2022, London saw a 6% decrease in footfall as people continue to work from home. Uncertainty means no one can tell if this will be an ongoing trend, but it offers a peephole into what city-centre branches will have to face in the foreseeable future.
For example, when Snug closed its showrooms, they suddenly had no way of physically engaging with customers. By using live video technology, it allowed Snug’s staff to continue working from home and sell to customers.
Despite the impact on brick-and-mortar retailers during such changes, Snug conversions increased 20x.
To read more on how Snug increased their conversion rates and average order value using live video, head over to our exclusive case study.
Google Chrome waves goodbye to third-party cookies (time to generate first-party data)
Back in March 2021, Google announced its removal of third-party cookies in Chrome. It’s a biggie, because more than likely, you are using Chrome and so are your customers.
In fact, as of November 2021, 49% of US web browsers use Google Chrome.
Digital marketers need third-party data for retargeting and remarketing campaigns to sell products. However, rather than have present barriers, it can open innovative ways to reach your customers from the top to middle of the funnel.
There are two solutions to this.
- Grow your email list
To safeguard your business, it is important to place emphasis on growing your email list.
Create content, invite customers to exclusive events and provide discount codes. Customers are more hesitant about giving over their data, so creating reward incentives will make way for a prosperous email list where you can target your campaigns
- Engage with them face to face
Another way to collect first-party data is using real human contact.
Live video shopping is not only a channel to sell your products, but a channel to initiate real conversations with your customers.
By creating a space where your retail experts can perform a needs-based analysis opens a conversation that may not have happened by interacting with traditional touchpoints.
To find out how you can navigate through the third-party mind field, check out our article on Zero Party Data here.
Consumers still need teaching on live video technology
Gen Z is the most native user of video thanks to TikTok. But social media platforms and marketing campaigns have made video universally accessible across intergenerational groups.
However, the popularity of the video is strongest among easy-watching and educational features. For it to be successful within a more personal, one to one setting, customer teaching must be provided.
Forbes Councils Member, Kiryl Sidarchuk, mentions that in China, live commerce could account for 10 to 20 per cent of all eCommerce by 2026. For the West to follow in fashion, customers still need teaching how to maximise live video calls.
To maximise engagement with your video provider, a brief video tutorial is great for giving the down low on what happens inside a call.
The Light Salon have illustrated the live video shopping journey from appointment booking to initiating a call, which can be viewed here.
