In the digital-first world, video commerce is rapidly becoming a cornerstone of modern retail strategies. But how should a company be operationally set up to harness its full potential? Through insights into different operational models, common pitfalls, and engagement strategies, this article aims to guide businesses in successfully integrating video commerce into their operations.
Choosing the Right Operational Model
Retail Store Challenges
Utilizing in-store staff for video commerce often seems like a logical step. However, it comes with significant challenges. Primarily, in-store personnel are primarily focused on attending to physical customers, leading to lower response rates and potential neglect of online queries. The bustling retail environment may not always be conducive to focused, high-quality video interactions.
The Efficacy of Contact Centers
Shifting the video commerce operations to contact centers can significantly enhance efficiency. Contact centers are already designed for dedicated customer interaction, making them well-suited for managing video commerce queries. Plus, the controlled environment ensures better video quality and fewer interruptions.
Remote Teams – A Flexible Solution
With the rise of remote work, leveraging remote teams for video commerce is an excellent strategy. It offers flexibility, reduces operational costs, and ensures that representatives are focused solely on the video commerce tasks at hand, leading to higher engagement and effectiveness.
Rethinking ‘Dark Stores’: Visual Studios as a Solution
The concept of ‘dark stores’ needs a rebrand. Instead of dedicating entire stores to video commerce – which isn’t feasible or necessary – businesses should consider setting up visual studios. These are dedicated spaces, which could be located remotely, within contact centers, head offices, or even within a physical store. The key is to create a space optimized for video communication, with a selection of products for demonstration purposes, relying on the e-commerce platform for the bulk of the product showcasing.
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Overcoming Common Challenges and Mistakes
Retail-Only Execution
Focusing solely on retail execution can lead to low engagement and poor log-on rates. Diversifying the approach to include contact centers or remote teams can address this issue. Equally, customising your retail space with dedicated areas is likely to produce better results than just leaving a staff member inside a store with a smartphone or tablet.
Appointment-Only Services
Relying exclusively on appointments can cause businesses to miss out on significant volume. An always-available approach can capture a wider audience and drive higher engagement.
Staffing Considerations
Initially, it may seem viable to assign video commerce responsibilities to existing staff as a side task. However, this often leads to suboptimal performance. Investing in a dedicated team, trained specifically for video commerce, is crucial. Starting with a brand ambassador team can showcase the model’s effectiveness before transitioning to an in-house team.
Engaging with Staff: Embracing the Hybrid Work Model in Live Video Commerce
A crucial aspect often overlooked in live video commerce is staffing – particularly the challenges of hiring, retaining, and effectively utilizing staff in this innovative sector. Today’s workforce increasingly desires flexibility, with many preferring a hybrid work model that combines the traditional and digital realms.
Live video commerce uniquely caters to this preference. By integrating this model, staff can operate in various environments – from physical retail settings and contact centers to the comfort of their homes or specially designed visual contact centers. This flexibility doesn’t just make live video commerce a more attractive employment avenue; it also enhances staff satisfaction and retention.
The hybrid model in live video commerce is not just a solution to staffing challenges; it’s a progressive step towards a more dynamic, flexible, and staff-friendly work environment. By embracing this approach, businesses not only adapt to the modern workforce’s needs but also position themselves at the forefront of retail innovation, offering staff the opportunity to work in new, exciting ways that align with the evolving retail landscape.
Driving Engagement with Customers in Video Commerce:
Creating Engaging Video Calls:
To make a video call engaging and effective for commerce, integration with the e-commerce platform is key. This allows access to the full catalogue, visual representations through images and videos, and detailed product specifications. Demonstrating products using a combination of prepared media and live camera work enhances the experience significantly.
Building a Proposition:
Successful examples like Currys, M&S, and OWAY illustrate the importance of crafting a compelling video commerce proposition. This could involve advertising the service prominently, as seen in Quooker’s TV ads, to raise awareness and drive engagement.
Privacy and Security:
It’s crucial to avoid practices like screen sharing, which can pose privacy and security risks. A dedicated video commerce platform ensures a secure, professional, and customer-friendly experience.
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Video commerce represents a significant shift in how businesses interact with their customers. By choosing the right operational model, avoiding common pitfalls, and focusing on engaging video call strategies, companies can harness the power of video commerce to enhance customer experience, drive sales, and build lasting relationships.
