Since the outbreak of COVID-19, it has contributed to the development of global eCommerce and changed the psychology, and behaviours of customers from directly buying to shopping online. And as more and more brands decide to move to digital marketing, when the opportunities for the common and normal contraction through digital marketing become saturated, the requirements of customers for online shopping experiences also increase. They are tending to be intrigued by shopping online through innovative ideas and providing unique and humanised entertainment experiences.
What is definition’s Shoppertainment?
Southeast Asian e-commerce giant company Lazada created the term “Shoppertainment”. It combines the meaning of “Shopping” and “Entertainment” which means using innovative technologies to create more entertaining experiences in the customer’s journey for their shopping process. It can be said that Lazada is the pioneer in this trend when it really hits the customer's desire "Watch now, buy now".
Shoppertainment’s Applications?
- Interactive shoppable videos:
Example: Tiktok has a service used for Shoppertainment campaigns called "Interactive Add-ons".
- Livestream shopping
Example: L'Oreal Paris is a well-known cosmetic brand that once collaborated with Shopee to organise a livestream to interact directly with customers, increasing the rate of access and purchase in real-time.
- Augmented reality elements (AR)
Example: VIB Vietnam has just launched a virtual financial advisor Vie and AR technology on mobile banking app (MyVIB 2.0).
- Contests/Gamification
Example: Shopee are constantly looking for and developing creativity games through gamification in order to provide the best experience for Shopee users.
- Trivia & quizzes:
Example: Amazon Quiz is a feature created by Amazon for its app in India.
Why should businesses focus on Shoppertainment?
Increase brand awareness and customer loyalty
The creativity and uniqueness of the experience provided by Shoppertainment to its customers can assist a brand in increasing customer recognition and loyalty. Because customers who are impressed by a new experience are more likely to want to repeat it and even recommend it to their family and friends..
Differentiation
As previously stated, there are far too many competitors in the market right now, and everyone appears to be pursuing growth through digital eCommerce. So, how should a brand attract customers' attention and interest? Shoppertainment is a choice that appears to be right and trendy, and it is most feasible today by creating moments of interaction with customers through live experiences.
Positioning brand image and reputation
In the online media, a positive shopping experience can foster a sense of personal connection. Besides, it will also be easier for brands to show their image and position their reputation to customers.
Increased traffic and sales
Shoppertainment through special, diversified discounts launched on online shopping applications (such as Livestream) In particular, the more customers access the brand through social networks and digital platforms, the more opportunities the brand has to increase sales and website traffic.
Greater customer insights:
Companies can gather primary data from their own target audiences by using Shoppertainment's platforms, reducing their reliance on primary data. From there, the brand can gain a better understanding of customer preferences and behaviours, resulting in more valuable and effective insights for future marketing projects and campaigns.
Reference:
Firework. (2023, March 9). Shoppertainment - The trend transforming global ecommerce firework.
https://firework.com/blog/shoppertainment-transforming-global-ecommerce/
Interactive add-ons: Entertain and engage in the for you page. (2022, May 18). TikTok For Business.
https://www.tiktok.com/business/en-US/blog/interactive-addons-entertain-engage?redirected=1
VIB: The first bank in Viet Nam provide augmented reality technology on mobile banking app. (2022, June 2).
vietnamnews.vn. https://vietnamnews.vn/economy/1207637/vib-the-first-bank-in-viet-nam-provide-
augmented-reality-technology-on-mobile-banking-app.html
Shopee People Team. (2022, November 11). How team Shopee prepares for our big campaigns. Life at Shopee Blog.
https://careers.shopee.sg/blog/2022/11/10/insider-big-campaigns-shopee/
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