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Live Shopping to increase sales by 30%

Note: This article was originally published by Marc Sorli, head of Live Shopping at Multiplica's blog, our spanish partner agency : https://www.multiplica.com/casos-de-exito/live-shopping-para-aumentar-ventas-en-un-30/

Adolfo Domínguez has increased online sales through Live Shopping sessions aimed at their followers and new audiences.

Sector : Retail and eCommerce

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Creation of a new digital sales channel

In the midst of the digitization process and after the pandemic stage caused by Covid-19, where fashion stores had to close, Adolfo Domínguez opted for innovation as a way of approaching customers by adapting to their needs. In the last two years, the fashion group has reinforced its commitment to digital innovation and new consumption models.

Adolfo Domínguez had 4 main objectives:

  • Attract new audiences.
  • Strengthen their online channels.
  • Increase customers LTV (Lifetime value)
  • Generate actions that position their brand in their target audience's top of mind.


We worked on a recurring Live Commerce strategy that unified these objectives in a single action, making Adolfo Domínguez the first major Spanish fashion brand to incorporate live shopping as a new traffic and conversion channel.

In these live shows, the brand would present its new collections to customers with the help of its stylists, so that users can buy the garments they were interested in without leaving their homes or not even changing the screen.

For the company, this project was a double challenge, both because of the change in internal culture that the implementation of a new content and sales channel entails, and because of the work of evangelization when it comes to getting the audience used to this new format.

Marc Sorli, Head of eRetail and Live Shopping
“Adolfo Domínguez held private sales in his stores for his VIP clients, where a stylist-influencer presented the new collections. We are faced with the challenge of moving these sales to a digital format, reaching new, much larger audiences but in an environment where the user cannot try on clothes. However, the results showed the enormous potential of live commerce strategies and tools.”

Planning, execution and analysis of each live

Our years of expertise in the retail and fashion sector allowed us to make an agile immersion in the project, clearly understanding the client's pain points from the first moment.

After this initial analysis of the situation, there was an internal work process with the eRetail & live shopping, Digital Strategy and Creativity teams, from which came the proposal to the client to move private sales to a phygital event that reaches larger audiences but maintains or even better conversion. There is no doubt that live shopping is perfect for that, but what is the correct strategy and how to execute it?

An analysis of the client platform was performed by the tech team of our eRetail & Live Shopping chapter to determine which of the multiple live shopping tools was most appropriate for an agile and effective integration. Two platforms were tested, with one outperforming the other in terms of both technical and visual adaptation.

The Digital Strategy team designed the pre-during-post events traffic campaigns to ensure the optimal reach, both in terms of volume and target, generating the prior expectation in the pre phase, achieving the highest interaction in the during phase, and extending the conversion of live shopping days after the event.

The creative team made the dynamic content proposals for each of the monthly live shows by combining elements such as user interaction, brand explanation, product sample, test on real time, and purchase incentives, so that the final content is appealing enough to keep the audience connected, participating and buying.

Each of these scripts were transferred monthly from the production department to a production rundown, which marked the dynamics of the live show and served as a logbook for the more than 12 people involved in each show. Similarly, this department is in charge of managing and operating all recording, lighting, sound, and other equipment so that the show can begin!

Finally, once each live stream is completed, a results report is sent to the client with key indicators such as traffic, connection peaks, average connection time, engagement, CTR, CR, positive and negative chat comments, and survey results. After analyzing these results, a list of improvements are proposed for the next edition.

Key learnings

To ensure the actions success, the phygital factor broadcasting online from the physical store and involving the audience from a phase prior to each live is essential. It is possible to generate prior expectation and a transversality from the physical to the digital by holding contests in RRSS to summon “models for a day” who will participate in the store during the live show.

Results

1. +19.000 visits to the page, with an average of 2,000 viewers and a 10 minute permanence rate.

2. +188% of new users.

3. +70% of users checking the products during the stream.

4. Increase in sales throughout the following days using the incentive launched at the event.

5. The third live generated an exponential increase compared to the previous and it worked as a 360 action covering the online universe and the physical store.

6. Connected users: Live 1: 887; Live 2: 1.660; and Live 3: 3.227.

7. Average connection: Live 1: 9:50 min; Live 2: 10:23 min; and Live 3: 10:30 min.

8. CTR: Live 1: 67%; Live 2: 69%; and Live 3: 70%.

"Social Live Shopping with a well-defined strategy becomes a new online shopping format that must be taken into account as another traffic channel. Multiplica’s Live Shopping team has provided us with great value in the collaborative work of this Live Commerce strategy, positioning us as the first fashion brand in Spain to carry out an action of this type. We’ve generated a symbiosis of teams that work in an agile and efficient way, where we work on a regular basis for each one of the live shows, as well as on their production and realization.” Manuel J. Galván, Marketing Manager at Adolfo Domínguez