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BRANDS EMBRACE NEXT BIG E-COM TREND

NAME IT and VERO MODA are preparing to enter the world of live shopping, which is predicted to be a game-changer for e-commerce.

On Monday, NAME IT will become the first BESTSELLER brand to launch a live shopping broadcasting platform, which they have dubbed NAME IT LIVE.

Accessible via the brand’s Danish website, NAME IT LIVE will broadcast several times per week, with prominent Danish influencers on occasion taking part as hosts or guests. Initially limited to a Danish audience, NAME IT LIVE’s debut broadcast will start at 20.00 on Monday 22 February.

“We are extremely proud of being the first-ever Danish children’s brand to launch a live shopping broadcast. This is a unique possibility for us to communicate with our customers in a whole new way. In the live streams we will highlight styles and trends, but also share more educational content like our Better Materials programme,” says Matilde Louise Damsgaard, International Marketing Manager at NAME IT.

“It is only natural for NAME IT to pursue the concept of live shopping, after experiencing the great success our local stores have had with running live auctions on their local Facebook pages during COVID-19 lockdowns.”

VERO MODA expects to go live on Friday 26 February with a run of three shows in three days, with an initial focus on Denmark, the Netherlands and Germany.

“Looking at stats, live viewings on Facebook spiked by 50 percent during lockdown, while viewings on Instagram surged by 70 percent. Meanwhile, 89 percent of consumers expect to increase their live shopping in the coming year,” explains VERO MODA’s Digital B2C Team Leader Anne-Katrine Bjerregaard Madsen.

“So there’s no doubt that the live format is super relevant and the direction retailers need to go. Another super important thing to note is that consumers want proof before they buy and they want to be reassured. Human-driven content like influencer live streams are therefore a great way to create trust.”

Next Gen Commerce

Monday’s launch of NAME IT LIVE will be a significant milestone for live shopping in BESTSELLER – a project that has quickly developed from a standing start over the past month.

Having noticed live shopping’s rapid growth in China over the past year, BESTSELLER believes it will be the next big trend in e-commerce. Revenue from live shopping in China more than doubled in 2020 to represent 10 percent of all e-commerce revenue.

NAME IT and VERO MODA have linked with one of the world’s leading developers of live shopping – Bambuser – to develop their respective platforms. Bambuser has a conversion rate (the number of viewers that make a purchase) of over 30 percent.

While watching the show, consumers can chat with the hosts and guests, as well as browse relevant styles.

“Live shopping brings a unique shopping experience both for us as a brand and for the viewers,” says Ajla Smrkovic, NAME IT’s Digital Communication Responsible.

“In every livestream, we highlight a new category, trend, or USP, which gives us the possibility of inspiring and educating the customers to learn more about NAME IT. During the live streams it is possible for the viewers to ask questions directly to the studio, which gives us the possibility of helping and guiding them in a whole new way.”

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