In today’s ever-evolving retail landscape, shopping isn’t just about buying products – it’s an experience. With the rise of e-commerce, brick-and-mortar stores have had to find new ways to engage customers and provide unique shopping experiences. That’s where “shoppertainment” comes in – the concept of making shopping more enjoyable and entertaining. And some brands have taken it to a whole new level. In this blog post, we’ll dive into seven interesting shoppertainment examples and showcase how these brands are leading the way in creating memorable and engaging shopping experiences.
Brands are using innovative techniques to create engaging experiences that allow customers to interact with products and make purchases in a way that is both fun and informative. Two popular methods of shoppertainment are livestream shopping and shoppable videos. Get ready to be inspired and discover how these brands are setting themselves apart in the retail industry.
Shoppertainment Example #1 – L’Oreal
L’Oreal is a top beauty brand that has embraced shoppable videos, creating interactive product tutorials that allow customers to learn more about the products and make purchases without leaving the video. The brand also offers personalized product recommendations based on customers’ preferences, making it easier for them to find the products they’re looking for.
One of L’Oreal’s most successful shoppable videos was for its Kerastase range. The videos allow customers to learn how to use the products effectively. Customers can also purchase the product directly from the video, making it easy to replicate the look at home.
Shoppertainment Example #2 – Fresh Market
Fresh Market is a leading grocery retailer that has embraced livestreams and stoppable videos to promote its products and engage with customers. The brand partnered with Firework to power a host of its livestream events, one of the most successful ones being its Thanksgiving holiday livestream.
Read our case study about how Firework proved to be the perfect platform for The Fresh Market’s video commerce strategy.
During the Thanksgiving livestream, hosted by celebrity chef Anna Rossi, viewers could shop within the live and on-demand video modules, adding items to cart as chef Anna Rossi introduced them, and even purchasing an entire, ready-made meal kit, including all the necessary ingredients for Chef Rossi’s entire Thanksgiving feast. The livestream attracted more than 7,000 live viewers and more than 700,000 replays, The Fresh Market notched engagement rates at 18.7x industry averages, as well as 6.7x higher click-through rates.
Fresh Market’s success with shoppable livestreams demonstrates the potential for grocery retailers to use this format to promote their products and engage with customers in new and innovative ways. By creating engaging and interactive experiences, retailers can build brand loyalty and drive sales, even in a highly competitive market.
Shoppertainment Example #3 – Best Buy
Best Buy is another brand that has embraced livestream shopping, using it to showcase new technology and offer expert-led product demonstrations. The events are hosted by Best Buy employees who are experts in their respective fields, making the events highly informative and engaging.
The brand has created a ‘Virtual Store’ for their associates to livestream and talk to customers on an ongoing basis. Customers are also able to purchase the product directly from the livestream, making it easy to take advantage of exclusive deals and promotions.
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Shoppertainment Example #4 – Adidas
Adidas has used shoppable videos to showcase its products and create engaging experiences for customers. The brand has created interactive product tutorials that allow customers to learn more about the products and make purchases without leaving the video.
Adidas Running partnered with Missoni and showcased its limited-edition collection of performance shoes and sports apparel through shoppable videos. The videos are highly visual and include real-life scenarios that demonstrate the products in action.
Shoppertainment Example #5 – Kate Spade
Kate Spade has used livestream shopping to showcase new collections and offer exclusive deals. The brand partners with influential personalities to host the events, creating a sense of excitement and drawing in a wider audience. The livestream events are broadcast on digital platforms, making them accessible to a large audience.
Kate Spade has also used livestream events to promote its holiday collections. The events are highly interactive, with customers able to ask questions and get real-time feedback on the products.
Shoppertainment Example #6 – American Girl
To enhance the digital experience for the announcement of their “Girl of the Year” for 2022, American Girl collaborated with Spark Foundry and Pop Sugar. By leveraging Firework’s video commerce technology, the brand hosted a Livestream event on their own digital properties, as well as on the social media channels of their media partners. This allowed American Girl to take full ownership of the event and provide an engaging and immersive experience for their audience.
Celebrity and figure skating gold medalist Tara Lipinski hosted the livestream, leading the viewers through a quiz and a craft and then conducting a couple of interviews
Shoppertainment Example #7 – Walmart
Walmart Connect partnered with Firework to launch a live shopping experience in support of Walmart’s Mega Beauty Event with partners J&J, L’Oreal, P&G and Unilever. The event included four livestreams that took place from September 13th 2022 through 16th and leveraged replays and shoppable videos for featured products.
Walmart Connect is unifying product discovery and final transactions into a cohesive and immersive experience, which is aimed at enhancing the entire customer journey. This approach supports the customers throughout their journey, from discovering the product to completing the transaction, all within a seamless shopping experience.
In conclusion, these shoppertainment examples have demonstrated that it is more than just a buzzword. It is a powerful tool that can transform the shopping experience and build brand loyalty. By using innovative technology, creating unique experiences, and fostering a sense of community, these brands have successfully created a new type of retail experience that engages and excites customers.
As we look to the future, it’s clear that shoppertainment will continue to play a significant role in the retail industry. With the rise of e-commerce and the changing expectations of customers, brands must find new ways to stand out and offer something unique. By embracing shoppertainment, brands can create a competitive advantage that will help them thrive in a crowded marketplace.
Ultimately, the success of shoppertainment comes down to one thing: creating an emotional connection with customers.
By tapping into customers’ desires and needs, and creating experiences that go beyond the transactional, brands can build lasting relationships with their customers. These seven brands have shown us what’s possible when we put the customer experience at the centre of everything we do. It’s up to the rest of the retail industry to follow their lead and embrace the power of shoppertainment.