Advancements in marketing tech and new data-collection tactics offer retailers ever-greater insights into the minds of their customers, but only to a certain degree. Accomplishing a level of personalization that will truly impact a company's bottom line isn’t easy nor straightforward. But it does require more investment in collecting the right data with the most effective tools, and then harnessing those findings for deep personalization.
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Millions of Americans watch live videos or shop on their smartphones every day, and more frequently over the past year, they re doing both simultaneously as marketers experiment with shoppable livestreams. The ready availability of the technology to produce a live show and accept online orders gives marketers a way to set up their own interactive shopping channel for little cost.
Ulta Beauty, Walmart, Anne Klein and Samsung are a handful of the brands that have produced shoppable livestreams as part of their efforts to drive e-commerce sales. With many consumers avoiding stores during the coronavirus pandemic, livestreamed programming is a way to reach homebound shoppers on their mobile devices.