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The Evolution of Video Shopping Software – where do you fit?

Video shopping has evolved across three stages, with the most immersive being connected video commerce. Where do you find yourself among the three stages?

Early Stage Video Shopping Software 

This involves linking video with appointments. The customer can book a virtual call with a Sales Assistant via Zoom, Google Meet, Microsoft Teams or similar video software.

Appointments were made either via manual request or by setting up an appointment booking system where customers can self-serve. Super prevalent during lockdowns, this utilised retail talent to keep relationships with customers and provide the personalisation usually experienced in a store. Direct sales were likely not tracked, and an element of preplanning is required to keep customers engaged. 

Pros: 

Quick and easy to set up 

More people are confident using the above software (Zoom, Teams, WhatsApp) 

Cons:

No selling tools 

No data tracking  

Sales Assistants have to reply on physical products in-store 

If working from home, there is little to no visual merchandise 

The customer has to install software 

Live Engagement Video Shopping Software

Live engagement video commerce involves widgets popping up and intervening in the customer experience. This appears on a product or collection page; in the same way, a chat window pops up at key points in the customer journey.

The advantage of this approach is that the same personalised experience can be given instantly at key pain points in the customer journey, and typically, sales can be tracked.

The customer no longer needs to rely on installing software, the live video is part of the website experience. The personalised experience is limited by the amount of products available to retail experts, and customers often fall back into a self-service on a website to discover new products and complete a purchase. 

Pros: 

More native experience  

Can be initiated at touchpoints 

Offers walk-in appointments, good for increase in website traffic 

Calls can be tracked 

The customer doesn’t have to install software 

Cons: 

No selling tools 

Sales Assistants have to reply on physical products in-store 

If working from home, there is little to no visual merchandise  

No product immersion  

Unable to personalise the experience inside the call 

Connected Video Commerce 

The step up from live engagement video is connected video commerce – where the video call connects directly with the eCommerce engine. It makes every product inside the video shoppable, in addition to the retail expert having access to the entire eCommerce inventory.

This new immersive experience allows the call to flow more freely. Customer needs can continuously be addressed and met while personalising the experience to a whole new level.

Connected video commerce combines the power of appointment booking systems to unify the entire customer call in one experience. The management of ongoing customer relationships is particularly key when handling high-consideration items that require time, patience and understanding. Therefore, coupling video commerce engagement and appointment booking systems allow retailers to leverage the personalisation power of CRM. 

Pros: 

Connects to your eCommerce engine, giving access to the entire product inventory  

Sales Assistants can support sales with tools such as Alternatives and Add Ons to increase basket size 

Offers live reporting 

The customer doesn’t have to install software 

Can be initiated at touchpoints 

Scalable technology enables teams to offer the same shopfloor experience at home or in a contact centre 

Cons: 

New technology requires staff training  

Customers more unfamiliar with connected commerce  

What Connected Video Commerce Looks Like

Unlock the Potential with Live Video Shopping

5 Tips to Maximise Customer Engagement

Using Zoom for Retail Appointments? Read this article!

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