With shoppers sequestered at home during COVID-19, more and more of them turned to online shopping and livestreaming for purchases, entertainment and interaction. Nordstrom has offered virtual styling services over the past year.
The Burberry Virtual Styling Event, filmed in its New York City flagship, will feature Burberry’s looks from the runway with advice for how to wear the items.
Nordstrom says Livestream Shopping will blend its in-person and virtual capabilities, as well as its expertise in a variety of categories, from fashion to beauty and home. Customers can interact with the experts and shop the items presented during the event.
Livestream selling is taking off in the U.S., ushering in a new way for Americans to shop online. Instead of searching for what they want, they pick up their phones, sit back, and click to buy if they like what they see.
Livestreaming events have already caught on. Coresight Research says livestreaming generated $63 billion on major platforms in 2019.
AlixPartners quotes data that puts livestreaming at $66 billion currently in a recent report, and says the number of consumers watching livestreams grew 30% between March 2019 and June 2020.
“As e-commerce continues to garner additional dollars and become much more significant strategically, enhancing consumer touchpoints will become a crucial differentiator for retailers,” AlixPartners wrote.
“While livestreaming in other markets may never look like how it does in China, the broad lessons from the format apply globally: always focus on a two-way conversation with the consumer and don’t let anything get in the way of the path to purchase.”
