Along with the increasing intensity of online market, live shopping phenomenon in Indonesia is getting more popular. Afraid to miss the trend, several industries adopted live shopping to market their products. So, how effective is it? Will this trend continue to increase? These questions will be answered directly at SBM ITB Talks, this time with Meinar Dyan, Head of Category at PT Paragon, who will analyze this phenomenon.
Is live shopping a New Wave of Marketing Strategy?
If examined conceptually, live shopping itself is not a new marketing phenomenon. Previously, we may have known live shopping from television, where consumers can interact directly with sellers by telephone which is broadcast live on television. Or on a smaller scale, we can find live shopping in retail stores, for example sales using SPG or direct product demos.
Dyan said that live shopping is a marketing method that has undergone a metamorphosis. The massive development of digitalization allows e-commerce and social media to integrate their platforms with live shopping features. With this, marketers can reach more potential buyers with a wider scope. Live shopping through e-commerce and social media also offers convenience for shoppers to access it at any time without time and space restrictions.
Live shopping effectiveness and how to take advantage of algorithms?
Based on her experience, Dyan said that the effectiveness of live shopping depends on the type of product to be promoted. Beauty products, for example, live shopping allows potential buyers to inquire about a particular product. So it will be advantageous to implement live shopping.
The effectiveness of live shopping is also boosted by the ability of brand representatives to sell these products. Dyan added, brand representatives must have good influencing skills and be able to follow consumer communication styles, following the segmentation of the product.
According to Dyan, understanding the platform algorithm is also important in increasing the effectiveness of live shopping. To get a good algorithm and audience traffic, live shopping must be done consistently and has a unique concept.