Marks and Spencer gets phygital with live shopping move
M&S has launched a live shopping series on its website.
The service, facilitated by the retailer’s software partner LiSA, allows customers to join a live broadcast hosted by an M&S expert where they can hear more about the ranges they’re browsing, ask questions through a live chat function, view product demonstrations, and buy products as they watch.
The series is kicking off with a focus on M&S’s activewear brand Goodmove.
Following three trial events, the first broadcast (Lingerie, Women’s & Kid’s Activewear with Rosie Underwood and Soozie Jenkinson) will take place today at 12.30.
Stephen Langford, Director of M&S.com, says: “Live shopping is the latest in a wave of new initiatives we’ve introduced to improve our customer experience.”
“It’s a global trend that responds to how customers are using social media – we all know how much more we’re scrolling and engaging with video content – at home, or on the go.”
“Live shopping puts our experts front and centre and gives them the ideal platform to share the M&S point of difference – in terms of both quality, design and innovation features.”
Let’s get phygital
Andre Hordagoda, Co-Founder and CEO, Go Instore, comments: “The Covid pandemic has shifted consumer buying habits, and the lines between social media and shopping are becoming increasingly blurred.”
“Millennials and Gen-Z’s make up a large percentage of the growing social commerce customer base, so it’s no surprise that forward thinking retailers such as M&S are enhancing their live shopping capabilities to remain competitive and attract these generations of digital natives.”
He concludes: “Video powered retail allows customers to connect to an in-store expert, who can guide them through their product range and give them bespoke advice – all from the comfort of their own home.”
“What’s more, this ‘phygital’ video approach enables retailers to harness the customer’s data and preferences, to empower retail staff with historic data driven recommendations.”
“This will be a key differentiator for retailers looking to remain competitive, increase revenue and improve customer retention rates, particularly with younger generations. The discounts might entice them in, but it’s the brand relationship that will make them stay.”
