How Adore Me Experiences Live Trading

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Over the past two years, a number of retail businesses have experimented with direct commerce – local businesses and direct-to-consumer brands to major retailers like Walmart and Petco. But it turns out to be a tricky medium to master. Lingerie brand Adore Me is a brand that has struggled to grow when creating in-house live shopping experiences.

Encouraged by glowing industry ratings, the company first tested the concept last fall. But over the past year, the company has changed its strategy; Adore Me is shifting its focus away from hosting sleek and more expensive live events with major streaming partners, and instead focusing on hosting live shopping events on its own platforms, powered by provider Caast . worship me often links them to major commercial events and seasonal themes such as bridal collections or swimwear; sessions typically receive 70,000 viewers on average.

Adore Me’s first video commerce attempt was in September 2021 and featured a brilliant set and script on third-party apps. Throughout last fall, the company experimented with the arrival of QVC hosts, a national show with NBC Universal, as well as co-branded efforts hosted by Facebook on Instagram Live.

One example was Adore Me’s Black Friday shopping event with NBC Universal, which aired on the Peacock streaming service and aired on the network’s other streaming channels. It involved a variety of holiday gift items and was hosted by a fashion blogger.

The partnership was a good way to test the waters of the live stream, but it wasn’t the big hit the company was hoping for, said Adore Me vice president of strategy Ranjan Roy. “Our first live show had about 25,000 viewers and didn’t generate a lot of sales,” he explained.

Fast forward to January 2022, the company hosted another show hosted on its own website and streamed on Instagram Live, which drew a slightly better number: approximately 30,000 viewers. This attempt proved that the format requires a slow and steady approach, as well as some trial and error.

From there, the Adore Me marketing team decided to continue testing the concept, but in a more streamlined way. “We’ve learned that overproduced shows don’t work for our audience — and a casual setting seems more relevant for our younger audiences,” Roy said. For example, instead of a professional studio, the company decided to film Adore Me stores and feature its own employees to talk about the products.

Since the move, live shopping sessions — all of which are featured on the Adore Me website – have grown from 3 100% sales tracked by promo codes, with a current average of 70,000 viewers. Simultaneously, the operation also cut production costs by 80% for its latest show, a live Valentine’s Day shopping event earlier this year.

These days, Roy said, Adore Me is seeing “a strong ripple effect” from live sessions, especially around shopping cart purchases. “We’re seeing a 220% increase for shoppers who watch the show live but wait to shop afterwards, which means that even if they’re not buying right now, they’re more likely to make a purchase within the next five days.”

Along the way, other lessons have been learned by the company, Roy said.

The biggest takeaway from the Adore Me marketing team over the past six to eight months, Roy explained, is the need to tie live events to a major holiday or unique “shopping moment.” “It creates an urgency for our customers to log in and check in with their items,” he said.

Some examples of this include setting shipping deadlines or creating limited edition collections. Another effective tactic Adore Me has used this year is offering unique discount codes, which encourage usage and help track conversion rates, Roy said.

Going forward, Roy said, the company will likely adhere to a combination of live shopping experiences targeting social media followers and customers at brand-owned properties. But the brand will continue to use its own website, as well as an occasional mix of streaming services. These will be supplemented by distributed channels on other platforms where Adore Me can acquire new users. “For example, we’re looking at different platforms, like Amazon Live, to target new audiences.”

“Creating great media is hard enough, so we launched our live buying efforts knowing that combining media and commerce would be an even more difficult challenge,” he said. So far, two of the biggest surprises have been: how often the average consumer ignores the idea of ​​buying while watching, and the residual benefits that come with every live stream long after it ends.

Thus, repurposing content has become a priority to maximize ROI. Adore Me replays live broadcasts on its website homepage, where the original footage is streamed. Although customers do not receive the live discounts or virtual interaction, they are informed of the concept to connect next time.

Additionally, the product storytelling component required by live broadcasts – combining the emotional and practical in real time – “really helped us improve on all product content mediums, such as site copy web or other forms of video,” Roy said.

Yaniv Navot, CMO of commerce livestreaming provider Dynamic Yield, said US-based brands are still learning to implement the trend, which has long been popular in markets like China. “A major opportunity for those looking to maximize the output of their live streams is in overall product discovery,” he said. Navot explained that many brands typically only include links to the set number of products highlighted as part of the event.

But as customers get used to interacting with their favorite brands’ streaming sessions, companies will need to offer more innovative product discovery. “For example, offering multiple tabs to showcase additional products tailored to each shopper’s historical purchases,” he said. These additional investments, along with continued improvements to the event experience, “could eventually turn live streaming into a substantial revenue stream.”

Then Adore Wants Me join your designer program and other influencers endorsed on the shows, Roy said. “Live shopping is about connections and trust between presenter and audience, and that would work well in smaller, more tight-knit communities like ours,” he said.

The company is also creating exclusive, limited-edition lingerie collections to attract live viewers, Roy said. “As the world continues to reopen, we need to give people a reason to connect.”

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