Live video shopping has digitised the experience we are all familiar with. It is also no secret that the pandemic has accelerated the demand for video streaming. It fulfils neuroscience needs with a particular focus on interaction and a sense of belonging. More so, it empowers eCommerce platforms with foresting loyal customer relationships.
eCommerce platforms should consider what differentiating services they can offer to their customers. It is now imperative to have a video engagement strategy to match the growing consumer demand for live shopping services. Confer With gives us a 10 point plan to help nurture that.
1. Decide who takes the call
This depends on how mature your eCommerce operations are. If you have a large remote team, then matching the right expert grants more freedom. It is important to consider factors such as location, language, and level of expertise to ensure rapport can be nurtured. Secondly, algorithm matching can help identify matches based on customer needs and interests. It equips the expert with information regarding purchase history and intent, therefore identifying new opportunities.
2. Train your team
Seventy-three per cent of customers say product knowledge is what they need most from a sales associate. A further 50 per cent of customers are looking for expert advice. Conversely, engaged team members increase profitability by 23 per cent. The connection here is delivering exceptional product knowledge and equipping your team with high levels of job satisfaction. Coaching your team on products, selling skills, and video techniques will help create a customer-centric service.
3. Framing yourself and products
Eighty-nine per cent of marketers say video generates high ROI. Therefore, investment in video equipment is encouraged. There are two factors to consider: how will you frame yourself and how will the products be framed? Offer a comfortable experience by including camera stabilisation, effective lighting, and clear audio quality.
4. Understanding customer needs
Video engagement and digital dialogue enables a deep understanding of the following set of customer needs:
Video creates a strong connection and a thorough understanding of what the customer truly wants. By deepening digital communication and asking appropriate questions it can unlock LTV and high AOV.
5. Navigate customers through the video journey
In the western world, live video shopping is still a relatively new concept. Therefore, the expert must lead the customer through this immersive journey. This can be achieved through a shared virtual basket or understanding cues to suggest recommendations.
6. Immerse customers in products that match their needs
Customers no longer rely on static HTML imagery to fuel their purchase. The beauty of video is entertaining the customer with products and knowledge. A one-to-one shopping experience is the next step from influencer reviews and offers a personable service. More so, immersion closely replicates a touch-and-feel experience.
7. Add to a shared virtual basket
One common pain point across eCommerce stores is cart abandonment rates. While some are investing in AI chatbots to answer product related queries, the rate still sits at a high 76 per cent.
A shared virtual basket replicates in-store experiences and can assist the customer to address any product related questions they may have in real-time. Actively placing items in the basket with confidence can help guide shoppers through the buying journey without friction.
This collaboration between the retailer and customer means decisions can be made in absolute confidence.
8. Reschedule for future appointments
Video calls should not stop with just one appointment. If you are an eCommerce business selling high-consideration items, it is very unlikely the customer will make a purchase decision within the first 20 minutes. By scheduling future appointments, all data is safely secured, and basket information is saved, meaning the next call can effortlessly pick up where they last left off.
It also assists in delivering an effective online to offline strategy. Retailers can screen customers online, and if the customer is willing to make a high consideration purchase, they can visit in-store to close the sale.
9. Gracefully end the call
Show gratitude here and make sure needs were met. No forceful promotion pushing – treat them like you would treat a friend. A video call means it is tempting to close the screen and move to the next customer. However, let them come off first, in case anything else pops up.
10. Ask for feedback
Positive or negative – feedback is highly valuable. Combine this with effective reporting to identify pain points on your website and one-to-one service whilst relaying information back to your team.
Ask questions based on functionality, customer experience, and product knowledge to ensure you and your team are fulfilling customer expectations.