Categories
Livestream eCommerce Livestream Retail omnichannel

How does matching work in live shopping?

What is matching in the context of livestream shopping? Getting matching right means much better interactions, better customer satisfaction and higher average order values – so it’s worth doing well. We talk you through the main factors involved in a great matching strategy. Find out more

Matching in the context of live shopping or livestream shopping is the process of connecting a shopper with the right retail expert to confer with in the live video call.

Given eCommerce websites can have thousands, hundreds of thousands and even millions of customers visiting every week, and far fewer shop assistants and instore experts available at any given time – matching becomes important. The process of matching is therefore a balance of finite resources serving a vast audience.

good matching in Live shopping

The clear benefit of getting this right is retail experts’ time is spent well, with the right kind of shopper who needs the help to make the right purchase. Having a positive interaction with the right person at the right time in the consideration process can have far reaching implications for lifetime value and customer satisfaction. Clearly high value customers will want to be attended to by the best people in your organisation too. If matching doesn’t work, you could lose customers.

So, let’s look at the components of a good match.

Elements that make up matching in live shopping

Online dating matching algorithms claim to help you find the right life partner. Many would dispute the validity of these black boxes, and gladly getting someone to talk to about a product you need to buy need not be as complex.

  • Interest or needs – on the shopper side, it’s imperative that you know their needs. The immediate page they were on when they made the enquiry, site history as well as any data collected in a prebooked session all form useful starting points.
  • Expertise – the other side of the equation of course is the expertise. If the customer is interested in a watch, it will make sense to match them with someone who knows something about watches.
  • Location – it often makes sense to have proximity between the shopper and retail expert. If they are local, they have a better chance to have something in common, plus there might be an opportunity for the shopper to visit the store post livestream call.
  • Language – seems obvious, but a wasted interaction is going to be when both parties don’t speak the same language. This can be nominated, picked up from the pages they are browsing or even their browser settings
  • Previous contact – has someone had a live shopping call before? Is that history logged? Can we learn anything about customer needs from previous calls? The answer here is of course yes. Great matching algorithms will take this into account
  • Customer satisfaction – flowing on from previous contact, has a customer given a satisfaction rating such as NPS before? If it was positive, you will likely want to match them to the same or similar retail expert
  • Previous confirmed purchases – if you know the last purchase the customer made, this is going to be very helpful in things like personal styling. If the expert knows this, they can anticipate needs and make decisions on complimentary products/additions.
  • Customer purchase history – customer purchase history gives the expert a detailed view of customer needs and implied preferences. Have this at your disposal and as part of the matching algorithm, you will be best in class
  • Expert skill – logically, you want your best sales people prioritised to the most relevant or best customers. Equally, you might want to put your best people on bringing in new customers. A great matching algorithm will give you that choice

Good and accurate matching in live shopping increases the probability of a positive interaction where customer needs are met. When you are choosing a livestream commerce provider, matching is one of the key success factors for improved average order value and lifetime value.

Related Articles

image alt

19 Nov, 2021

5 Tips to Maximise Customer Engagement with Live Video Shopping

The acceleration of eCommerce and live video shopping continues to gain momentum. In 2021, some of the biggest eCommerce investments were in video shopping. Collectively, a staggering $380 million has been invested with tech players including Instagram, TikTok, Facebook, Snapchat, Pinterest, YouTube and Amazon all experimenting with video commerce. And we are confident it shows no signs of slowing down. Perhaps you are already using […]

image alt

18 Oct, 2021

3 important reasons why eCommerce needs human interaction 

In 2009, CEO and founder of IMShopping, Prashant Nedungadi said: “no level of automation can replace the human touch, shoppers still want real people to help them purchase products, even in a digital setting”.  Since then, eCommerce sales have risen to record levels, but we are not here to talk about that. We are here to talk about why your brand still […]

image alt

1 Oct, 2021

Online Shopping vs Brick-and-Mortar: what wins and what doesn’t

At Confer With, we discuss opportunities eCommerce can provide across personalisation, immersive experiences and product discovery. Today we look at what drives purchases and deters shoppers away from physical stores and online shopping. Research taken from YouGov and Retail Gazette illustrate the changes we are witnessing across the high street. The barriers to brick-and-mortar sales, moving away from […]