Many brands have developed live demonstration sessions on the Internet in recent months to promote products. A concept from China which allows you to trigger more purchases on the internet.
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“Hello everyone. We are delighted to meet you for this” live shopping “Moulinex (…) with this blender, we can do unexpected things (…) It will make your life easier.” In a kitchen setting , Lydie and chef Fred, the two red apron animators, are repeating, Thursday, May 12, a live demonstration session which will be broadcast in a few minutes on the Moulinex website and his Facebook account. For half an hour, they will praise the merits of a household appliances by making recipes in front of Internet users, who will be able to ask them questions and … immediately buy the device thanks to an ephemeral promotional code that will reduce its price of 50 euros , or 26 %.
In the adjoining room, which reproduces the atmosphere of a living room, two animators await to demonstrate screens of ultra-plated Samsung television for visitors to the Fnac website. The next room is entirely dressed in rose and white. The illusion is perfect. We think we are entering a Dior shop. On the luxury brand’s website, a user triggers the call with a advisor. Immediately the camera starts for a personalized “live shopping” session.
This “Live Shopping” factory has been installed since April 2021 in the basement of an office building a few meters from the Arc de Triomphe in Paris. Halfway between Téléshopping and Reunion Tupperware, this concept of live demonstration on the Internet for commercial purposes is very popular in Asian countries.
“Lack of human advice”
In China, this market, which weighed $ 171 billion (163 billion euros) in 2020, should reach $ 423 billion at the end of 2022, according to McKinsey for whom “sales made by live-commerce could represent until ‘at 10 % to 20 % of all electronic commerce by 2026 “, worldwide. In France, certain sessions, with a lot of advertising and muses, would have managed to bring together up to 12,000 spectators live.
Here on 1,534 square meters, the Globe company, which notably designs stands in the outlets, has installed around thirty “showrooms” to do “live shopping” for around forty brands. About sixty animators can even answer calls until 11 p.m. “This is the moment when you buy online and where you need advice,” explains Jeremy Dahan, who co -founded Globe in 2002.
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