{"id":4253795,"date":"2022-05-05T16:13:17","date_gmt":"2022-05-05T14:13:17","guid":{"rendered":"https:\/\/www.deptagency.com\/service\/live-shopping\/"},"modified":"2022-05-05T16:13:17","modified_gmt":"2022-05-05T14:13:17","slug":"live-shopping","status":"publish","type":"service","link":"https:\/\/www.deptagency.com\/de-dach\/service\/experience\/live-shopping\/","title":{"rendered":"Live Shopping"},"content":{"rendered":"<div class=\"block-panel-with-rich-text\">\n\t<div class=\"block-panel-with-rich-text__left block-panel-with-rich-text__left--richBlack\">\n\t\t<button class=\"btn btn__color--white block-panel-with-rich-text__back-button\" onclick=window.history.back()>\n\t\t\t<span class=\"btn__icon\">\n\t\t\t<i class=\"icon icon__size--medium-variable icon__arrow-left-circle\">\n\t<svg xmlns='http:\/\/www.w3.org\/2000\/svg' width='24' height='24' fill='none' viewBox='0 0 24 24'><g class='symbol'><path stroke='currentColor' stroke-miterlimit='10' stroke-width='1.5' d='M12.479 6.74L6.739 12l5.74 5.26M7.217 12H17.74'\/><circle cx='12' cy='12' r='11' stroke='currentColor' stroke-miterlimit='10' stroke-width='1.5'\/><\/g><path class='symbol-hover' fill='currentColor' fill-rule='evenodd' d='M1 12c0 6.075 4.925 11 11 11s11-4.925 11-11S18.075 1 12 1 1 5.925 1 12zm5.233.553l5.739 5.26 1.013-1.105-4.318-3.958h9.072v-1.5H8.667l4.318-3.958-1.013-1.106-5.74 5.261L5.63 12l.604.553z' clip-rule='evenodd'\/><\/svg><\/i>\t\t<\/span>\n\t\n\t<\/button><h2 class=\"heading heading__size--xl heading__align--left block-panel-with-rich-text__heading\">\n\t\t\tLive Shopping\t<\/h2>\t<\/div>\n\n\t<div class=\"block-panel-with-rich-text__right block-panel-with-rich-text__right--white\">\n\t\t<div class=\"block-panel-with-rich-text__right-content block-panel-with-rich-text__right-content--white\">\n\t\t\t\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><h2 class=\"heading heading__size--s heading__align--left block-heading__heading\">\n\t\t\tLive Shopping begeistert Kund:innen mit besonderen Angeboten, informativer und unterhaltsamer Moderation und Interaktion, Unternehmen profitieren von einer emotionalen Kundenbindung und der M\u00f6glichkeit neue Zielgruppen zu erschlie\u00dfen. Ein WinWin-Format auf allen Ebenen.\u00a0\t<\/h2><\/div><\/div>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><p class=\"paragraph paragraph__size--default paragraph__align--left block-paragraph__paragraph\"><strong>Wie viel Hype steckt in Live Shopping?<\/strong><br><br>In Asien machen Live Video Shopping Kan\u00e4le bereits 20-30% des gesamten E-Commerce Umsatzvolumens aus, mit mehr als 5000 Streams t\u00e4glich und einem gesch\u00e4tzten Jahresumsatz von ca. 265 Mrd. \u20ac in 2021.\u00a0<br><br>W\u00e4hrend der ersten Corona-Lockdowns im Fr\u00fchjahr 2020 haben First Mover, wie Douglas, Tchibo und Esprit erfolgreich mit Live Shopping in Deutschland und Europa gestartet und dies mit durchaus verschiedenen strategischen Ans\u00e4tzen und Zielstellungen.\u00a0<br><br>Der nahbare, authentische Content ist sehr vielseitig einsetzbar, zum Beispiel als Video on Demand (VOD), als Einbindung auf den entsprechenden Produktdetailseiten oder f\u00fcr Social Channels. Die Use Cases von Live Shopping sind au\u00dferdem nicht nur auf das Shoppingerlebnis begrenzt, sondern bieten au\u00dferdem M\u00f6glichkeiten f\u00fcr Branding, Community Building oder andere ganz neue Formate.<br><br><strong>Wie funktioniert Live Shopping?<\/strong><br><br>Im One to Many Format gehen Brands und Retailer zu einem zuvor beworbenen Zeitpunkt und Thema aus dem eigenen Webshop LIVE. Zuschauer:innen k\u00f6nnen \u00fcber den Chat mit den Unternehmen kommunizieren, also z.B. Produktfragen stellen, Anregungen schreiben, Kommentare hinterlassen etc.. Auch ausgew\u00e4hlte Fragen k\u00f6nnen direkt in der Show beantwortet werden. Die Moderator:innen vor der Kamera sprechen die Viewer:innen direkt an, was die emotionale Bindung nachhaltig st\u00e4rkt. \u00dcber Votings k\u00f6nnen die Viewer:innen sogar die Z\u00fcgel in die Hand nehmen. Sie entscheiden z.B. aktiv \u00fcber das n\u00e4chste Ereignis in der Show. Die gezeigten Produkte k\u00f6nnen hierbei direkt aus dem laufenden Livestream in den Warenkorb gepackt werden, ohne das die Kund:innen den Stream verlassen m\u00fcssen. Shoppen und Entertainment gehen Hand in Hand. Weitere denkbare Formate sind z.B. das One to One, One to Group oder das Many to Many.\u00a0<br>Brands und Retailer ownen die D2C-Kundenbeziehung, also den direkten Kundenzugang und zudem jeglicher generierten Kundendaten und Insight, was langfristig zu einem erheblichen Wettbewerbsvorteil verhelfen kann.\u00a0 \u00a0<br><br><strong>Warum lohnt sich Live Shopping?<\/strong><br><br>Hier gilt es zwischen kurzfristiger und langfristiger Erfolgsbetrachtung zu unterscheiden. Kurzfristig stechen mit Sicherheit die m\u00f6glichen zweistelligen Conversion Rates hervor. Zudem steigt die Nachfrage der in einer Show gezeigten Produkte, um den Zeitpunkt des Livestreams, sowie w\u00e4hrend aktiven Re-Live\/Replay-Bewerbung, sp\u00fcrbar an. \u00a0<br><br>Langfristig hat Live Shopping einen starken positiven Impact auf verschiedene E-Commerce Ziele. Live Shopping ist ein Invest in die St\u00e4rkung einer emotionalen Kundenbeziehung und der Erschlie\u00dfung neuer Zielgruppen, aber auch eine St\u00e4rkung des Markenerlebnisses insgesamt. Durch die pers\u00f6nliche Ansprache einzelner Zielgruppen ist es Brands und Retailern m\u00f6glich die Bed\u00fcrfnisse ihrer Kund:innen gezielt mit den eigenen Produkten und Angeboten zu befriedigen. Live Shopper:innen verweilen l\u00e4nger, kommen h\u00e4ufiger zur\u00fcck und geben mehr Geld aus, als andere E-Commerce Shopper:innen.<br>Dabei ist es wichtig zu verstehen, dass Live Shopping seine St\u00e4rken in der Regelm\u00e4\u00dfigkeit hat und nicht im Eventcharakter. <\/p><\/div><\/div>\n\t\t<\/div>\n\n\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"flyout-drawer js-flyout-drawer flyout-drawer__position--right\"\n\tdata-trigger=\"#block-panel-with-rich-text-bec76cd9094a01610ad3d58ac8505762\"\n\tdata-instant-open=\"false\"\n>\n\t<div class=\"flyout-drawer__left-mobile-backplate\"><\/div>\n\t<div class=\"flyout-drawer__left-backplate\"><\/div>\n\n\t\t<div class=\"flyout-drawer__left\"><\/div>\n\n\t<button\tclass=\"cta-button flyout-drawer__close cta-button__color--white cta-button__style--text-and-icon js-drawer-close has-flipped-icon\" aria-label=\"Close\" >\n\t<svg width='21' height='21' viewBox='0 0 21 21' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'><circle cx='10.5' cy='10.5' r='9.5' transform='rotate(-90 10.5 10.5)' stroke='var(--dept-button-icon-outline-color)' stroke-width='1.3' stroke-miterlimit='10' fill='none'\/><circle class='icon-backplate' cx='10.5' cy='10.5' r='9.5' transform='rotate(-90 10.5 10.5)' fill='var(--dept-button-icon-backplate-color)' fill-opacity='1'\/><path class='icon-center' d='m14 7-7 7m0-7 7 7' stroke='var(--dept-button-icon-color)' stroke-width='1.5' fill='none'\/><\/svg>\n\t\t\t<span>\n\t\t\tClose\t\t<\/span>\n\t\n<\/button>\n\t<div class=\"flyout-drawer__right\">\n\t\t<div class=\"pardot-forms block-panel-with-rich-text__pardot-forms js-pardot-forms has-picker\">\n\t\t\t<form action=\"\" class=\"pardot-forms__picker block-panel-with-rich-text__picker js-pardot-forms-picker\" method=\"POST\">\n\t\t\t\t\t\t\t\t<label\n\t\t\t\t\t\tfor=\"block-panel-with-rich-text-pardot-forms-331058da6d8134da1bf13bdda13f0ae9-0\"\n\t\t\t\t\t\tclass=\"pardot-forms__label block-panel-with-rich-text__label 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js-pardot-forms-label\"\n\t\t\t\t\t>\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\ttype=\"radio\"\n\t\t\t\t\t\t\tname=\"form-pick\"\n\t\t\t\t\t\t\tid=\"block-panel-with-rich-text-pardot-forms-331058da6d8134da1bf13bdda13f0ae9-1\"\n\t\t\t\t\t\t\tclass=\"pardot-forms__input block-panel-with-rich-text__input js-pardot-forms-input\"\n\t\t\t\t\t\t\tvalue=\"https:\/\/www2.deptagency.com\/l\/321011\/2021-02-26\/2d3cdyt\"\n\t\t\t\t\t\t\/>\n\t\t\t\t\t\t<span class=\"pardot-forms__form-title block-panel-with-rich-text__form-title\">\n\t\t\t\t\t\t\tNew Business \t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t<label\n\t\t\t\t\t\tfor=\"block-panel-with-rich-text-pardot-forms-331058da6d8134da1bf13bdda13f0ae9-2\"\n\t\t\t\t\t\tclass=\"pardot-forms__label block-panel-with-rich-text__label js-pardot-forms-label\"\n\t\t\t\t\t>\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\ttype=\"radio\"\n\t\t\t\t\t\t\tname=\"form-pick\"\n\t\t\t\t\t\t\tid=\"block-panel-with-rich-text-pardot-forms-331058da6d8134da1bf13bdda13f0ae9-2\"\n\t\t\t\t\t\t\tclass=\"pardot-forms__input block-panel-with-rich-text__input js-pardot-forms-input\"\n\t\t\t\t\t\t\tvalue=\"https:\/\/www2.deptagency.com\/l\/321011\/2021-02-26\/2d3cdyt\"\n\t\t\t\t\t\t\/>\n\t\t\t\t\t\t<span class=\"pardot-forms__form-title block-panel-with-rich-text__form-title\">\n\t\t\t\t\t\t\tPress Inquiries\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t<label\n\t\t\t\t\t\tfor=\"block-panel-with-rich-text-pardot-forms-331058da6d8134da1bf13bdda13f0ae9-3\"\n\t\t\t\t\t\tclass=\"pardot-forms__label block-panel-with-rich-text__label js-pardot-forms-label\"\n\t\t\t\t\t>\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\ttype=\"radio\"\n\t\t\t\t\t\t\tname=\"form-pick\"\n\t\t\t\t\t\t\tid=\"block-panel-with-rich-text-pardot-forms-331058da6d8134da1bf13bdda13f0ae9-3\"\n\t\t\t\t\t\t\tclass=\"pardot-forms__input block-panel-with-rich-text__input js-pardot-forms-input\"\n\t\t\t\t\t\t\tvalue=\"https:\/\/www2.deptagency.com\/l\/321011\/2023-05-23\/2f44qzh\"\n\t\t\t\t\t\t\/>\n\t\t\t\t\t\t<span class=\"pardot-forms__form-title block-panel-with-rich-text__form-title\">\n\t\t\t\t\t\t\tWorking at DEPT\u00ae\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t<\/form>\n\t\t<iframe\n\t\tdata-initial-src=\"\"\n\t\tclass=\"pardot-forms__embed block-panel-with-rich-text__embed js-pardot-forms-embed\"\n\t\ttype=\"text\/html\"\n\t><\/iframe>\n\t<div class=\"loader pardot-forms__loader loader__color--hanPurple js-pardot-forms-loader\">\n\t<div class=\"loader__first\"><\/div>\n\t<div class=\"loader__second\"><\/div>\n<\/div><\/div>\t<\/div>\n\n\t<button\tclass=\"cta-button flyout-drawer__back cta-button__color--onyxGrey cta-button__style--text-and-icon js-drawer-back has-small-icon\" aria-label=\"Back\" >\n\t<svg width='41' height='41' viewBox='0 0 41 41' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'><circle cx='20.5' cy='20.5' r='19.5' transform='rotate(-90 20.5 20.5)' stroke='var(--dept-button-icon-outline-color)' stroke-width='1.3' stroke-miterlimit='10' fill='none'\/><circle class='icon-backplate' cx='20.5' cy='20.5' r='19.5' transform='rotate(-90 20.5 20.5)' fill='var(--dept-button-icon-backplate-color)' fill-opacity='1'\/><path class='icon-center' d='M21.174 30 11 20.674l10.174-9.326m-9.326 9.328H30.5' stroke='var(--dept-button-icon-color)' stroke-width='1.3' stroke-miterlimit='10' fill='none'\/><\/svg>\n\t\t\t<span>\n\t\t\tBack\t\t<\/span>\n\t\n<\/button><\/div>\n\n<div class=\"block-panel-with-rich-text\">\n\t<div class=\"block-panel-with-rich-text__left block-panel-with-rich-text__left--white\">\n\t\t<button class=\"btn btn__color--white block-panel-with-rich-text__back-button\" onclick=window.history.back()>\n\t\t\t<span class=\"btn__icon\">\n\t\t\t<i class=\"icon icon__size--medium-variable icon__arrow-left-circle\">\n\t<svg xmlns='http:\/\/www.w3.org\/2000\/svg' width='24' height='24' fill='none' viewBox='0 0 24 24'><g class='symbol'><path stroke='currentColor' stroke-miterlimit='10' stroke-width='1.5' d='M12.479 6.74L6.739 12l5.74 5.26M7.217 12H17.74'\/><circle cx='12' cy='12' r='11' stroke='currentColor' stroke-miterlimit='10' stroke-width='1.5'\/><\/g><path class='symbol-hover' fill='currentColor' fill-rule='evenodd' d='M1 12c0 6.075 4.925 11 11 11s11-4.925 11-11S18.075 1 12 1 1 5.925 1 12zm5.233.553l5.739 5.26 1.013-1.105-4.318-3.958h9.072v-1.5H8.667l4.318-3.958-1.013-1.106-5.74 5.261L5.63 12l.604.553z' clip-rule='evenodd'\/><\/svg><\/i>\t\t<\/span>\n\t\n\t<\/button><h2 class=\"heading heading__size--xl heading__align--left block-panel-with-rich-text__heading\">\n\t\t\tLive Shopping mit DEPT\u00ae<br>\t<\/h2>\t<\/div>\n\n\t<div class=\"block-panel-with-rich-text__right block-panel-with-rich-text__right--white\">\n\t\t<div class=\"block-panel-with-rich-text__right-content block-panel-with-rich-text__right-content--white\">\n\t\t\t\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><p class=\"paragraph paragraph__size--default paragraph__align--left block-paragraph__paragraph\">Dept hat die Entwicklung f\u00fcr Deutschland und Europa bereits im Herbst 2020 aufgegriffen und die First Mover auf dem deutschen Markt, wie Douglas, Esprit, Tchibo und Mirapodo dabei unterst\u00fctzt erste Shows umzusetzen.<br>Im Laufe des Jahres 2021 kamen weitere Brands und Retailer hinzu, die auf die Erfahrung und Learnings von DEPT<strong>\u00ae<\/strong> zugegriffen haben und weiterhin zur\u00fcckgreifen, um ihren Live Shopping Starts einen Boost zu verleihen.<br><br>Von der Strategie bis zur operative Planung und Umsetzung, sowie der Analyse und Optimierung der einzelnen Show-Bausteine ist DEPT<strong>\u00ae<\/strong> dabei in der Lage in allen wichtigen Phasen holistisch zu unterst\u00fctzen.\u00a0\u00a0<br><br>Dabei setzt DEPT<strong>\u00ae<\/strong> auf einen Test-Learn-Scale-Ansatz und hat bereits im Jahr 2020 ein eigenes Service-Team rund um das Thema Live Experiences aufgebaut, das Unternehmen hilft einen optimalen Einstieg ins Thema Live Shopping zu finden.\u00a0<\/p><\/div><\/div>\n\t\t<\/div>\n\n\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"flyout-drawer js-flyout-drawer flyout-drawer__position--right\"\n\tdata-trigger=\"#block-panel-with-rich-text-86ed8a77ebce3df777184e45c1045049\"\n\tdata-instant-open=\"false\"\n>\n\t<div class=\"flyout-drawer__left-mobile-backplate\"><\/div>\n\t<div class=\"flyout-drawer__left-backplate\"><\/div>\n\n\t\t<div class=\"flyout-drawer__left\"><\/div>\n\n\t<button\tclass=\"cta-button flyout-drawer__close cta-button__color--white cta-button__style--text-and-icon js-drawer-close has-flipped-icon\" aria-label=\"Close\" >\n\t<svg width='21' height='21' viewBox='0 0 21 21' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'><circle cx='10.5' cy='10.5' r='9.5' transform='rotate(-90 10.5 10.5)' stroke='var(--dept-button-icon-outline-color)' stroke-width='1.3' stroke-miterlimit='10' fill='none'\/><circle class='icon-backplate' cx='10.5' cy='10.5' r='9.5' transform='rotate(-90 10.5 10.5)' fill='var(--dept-button-icon-backplate-color)' fill-opacity='1'\/><path class='icon-center' d='m14 7-7 7m0-7 7 7' stroke='var(--dept-button-icon-color)' stroke-width='1.5' fill='none'\/><\/svg>\n\t\t\t<span>\n\t\t\tClose\t\t<\/span>\n\t\n<\/button>\n\t<div class=\"flyout-drawer__right\">\n\t\t<div class=\"pardot-forms block-panel-with-rich-text__pardot-forms js-pardot-forms has-picker\">\n\t\t\t<form action=\"\" class=\"pardot-forms__picker block-panel-with-rich-text__picker 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