How M&S' Community-Led Approach is Winning Over Live Shopping Audiences
M&S, a British retailer of food, clothing and homeware, first partnered with LiSA in 2021 to power a few live shopping events for members of its loyalty program. The retailer has continued to work with LiSA in 2021 and 2022 to launch multiple weekly interactive and shoppable livestreams that enable customers to discover new products and pose live questions to an M&S expert.
3
Shows per week
40%
Dwell Time per Liveshow
50K
Viewers for Liveshows per year
200K
Viewers for Replays per year
Key Takeaways:
What made M&S stand out very early was its willingness to embrace its own community of experts for content.
The vast majority of its live shopping shows are hosted by in-house buyers, stylists or in-store colleagues
This community-led approach also offers M&S the advantage that the content is quick and easy to produce; it is therefore faster to scale its activities.
Social commerce is a rapidly growing trend that offers retailers a unique opportunity to connect with consumers and drive sales. By focusing on authenticity, interactivity, engagement, and adopting an “always on” mentality, retailers can create a strong social commerce presence. One key tool for achieving social commerce success is live shopping, which involves live streaming video of products with the ability for consumers to purchase the products in real-time.
LiSA, a SaaS provider for live shopping, has partnered with several retailers to help them achieve success in social commerce.
One of these retailers is M&S, a British retailer of food, clothing, and homeware.M&S first partnered with LiSA in 2021 to power a few live shopping events for members of its loyalty program. The retailer has continued to work with LiSA in 2021 and 2022 to launch multiple weekly interactive and shoppable livestreams that enable customers to discover new products and pose live questions to an M&S expert.
M&S's willingness to use its own community of experts for content has definitely paid off. The vast majority of M&S's live shopping shows are hosted by in-house buyers, stylists or in-store colleagues. This community-generated content is very popular with customers, as evidenced by the 40% viewing rate, which is higher than the industry average.
This community-led approach also offers M&S the advantage that the content is quick and easy to produce, allowing the company to scale its social commerce activities more quickly.
In conclusion, social commerce is an exciting and dynamic area of e-commerce, and live shopping is a powerful tool for achieving success in this space. LiSA’s SaaS platform for live shopping can help retailers create engaging and interactive experiences for their customers, and partnerships like M&S demonstrate the effectiveness of this approach. By focusing on authenticity, interactivity, engagement, and adopting an “always on” mentality, retailers can create a strong social commerce presence that connects with customers and drives sales.
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