I decided to start live selling for my brand because I’ve seen it exploding in China. On the last couple of business visits to China, I’ve been fascinated by the phenomena there and I think Indian consumers are going to love it.
Although my role is to manage sales, because we’re a smallish team, I get involved in a number of marketing activities, so I have both perspectives on what our customers are looking for. And our customers are young, hip, and keen to dress in the latest fashions. I knew live shopping would be a perfect fit.
My company is a great place to work. We’re mostly woman-led and we have a great company culture that allows anyone to bring new ideas to the table without judgement. I started talking about live selling very early, but the response was always, “Why not? Let’s try it!”
We approached SWIRL because we’ve seen some big names in the fashion and beauty space working with them, so we knew they would understand our requirements. Within the first demo meeting, I knew we would work with them, just because their product offering is exactly what we’re looking for, and their team just ‘gets it’.
We started off with a couple of influencers who work with us on a contractual basis, and they hosted two great live shopping sessions. They personally chose a few pieces from our new collection, and paired them with basics to create unique outfits that would work well for work and party wear.
In the first few minutes of the live session, we went from 200 viewers to over 2000 viewers. And we got about 1400 sales – not all were high ticket, but that’s a lot more effective than any other sales strategy we’ve tried.
When we saw the response, we added live shopping as a regular part of our strategy. It’s become even more important to us than social media right now, although we use both.