In the dynamic world of e-commerce, innovative strategies can make all the difference. One such strategy that has reshaped the digital landscape for brands like Vivo and IQoo is live commerce. Recently, Kaizad Hansotia had the opportunity to sit down with Shashi, Product Manager at Vivo and a pioneering figure behind this transformative approach at Vivo and iQoo.  Their conversation delved into how live marketing became a cornerstone of their digital strategy and the importance of creative thinkers in delivering this transformation.

About Shashi, The Visionary Behind the Initiative

Shashi Kant Oraon, currently serves as the Product Manager at Vivo India. He started his career in a UK-based retail company, he transitioned into product management and has been associated with e-commerce giants since 2014. His expertise spans across technology, business, and operations, which has been instrumental in his role at Vivo. He now oversees the D2C platforms for Vivo and iQoo, facilitating a seamless experience for customers to discover and purchase new products.

Shashi embodies the spirit of innovation and entrepreneurship that is crucial for fostering change within a company. He emphasised that while top-down innovation is vital, true breakthroughs often come from grassroots thinkers who dare to envision differently.

About Vivo and iQoo 

Vivo, an established brand with over 100 million consumers in India, and iQoo, a younger brand focused on high-performance gaming phones, cater to different market segments. While Vivo appeals to the masses, iQoo targets Gen Z with its emphasis on performance. Despite their differences, both brands leverage live commerce to engage directly with their customers and enhance their purchasing journey.

The Power of Live Commerce

Live commerce has played a pivotal role in transforming traditional distribution channels for both of these brands. In an industry heavily reliant on offline distributors and agents, Vivo and iQoo dared to go D2C, connecting with customers digitally. This direct interaction has allowed them to gain valuable insights and bring the brand closer to the consumer.

Engaging Content Strategies for Live Commerce Success:

Creating engaging content is at the heart of live commerce. Vivo and iQoo have identified a winning formula for creating engaging live stream content:

1. Clear Product Communication: Prioritize providing viewers with easy-to-understand information about the product's features and benefits.
2. Compelling Offers and Games: Incentivize viewers to stay engaged with special offers and interactive games during the live stream.
3. Authentic Product Demos: Showcase product features and functionalities in real-time, building trust with viewers by demonstrating real-world application.

The Power of Key Opinion Employees as Hosts

Vivo and iQoo defy the conventional approach of using celebrities as live stream hosts. Instead, they leverage their KOEs (Key Opinion Employees):

• Brand Authenticity: Internal hosts represent the brand directly, fostering a sense of trust and transparency.
• Prompt Solutions: The brand experts answer all customer queries in real time, be it for feature details, promotional offers, product performance, etc. 
• Genuine Connection: Employees who are passionate about the brand and knowledgeable about the products create a more genuine connection with the audience.

Humanizing E-commerce

Shashi highlighted the importance of humanizing e-commerce. Unlike traditional static e-commerce, live commerce brings interactivity and authenticity, fostering a genuine connection between the brand and the consumer. Unlike static product pages, live streams allow viewers to:

• Experience the product: Witness live demonstrations that showcase the phone's features in action.
• Engage with hosts: Ask questions and get real-time clarifications about the products.
• Feel connected: Interact with the brand and other viewers, creating a sense of community.

The Impact on the Purchase Funnel

Live commerce has proven effective across all stages of the purchase funnel:

• Top of the Funnel: Engaging content and interactive live streams attract potential customers and create awareness.
• Middle of the Funnel: Detailed product information and offers help consumers stay engaged and consider the purchase.
• Bottom of the Funnel: Features like the "Buy Now" button and displayed EMI offers facilitate the final purchase decision, ensuring a smooth transaction.

Live Commerce Tracking & Reporting

Vivo and iQoo's track and analyze key metrics to measure the effectiveness of their live streams:

• Viewer Count: Tracks the number of people tuning in to the live stream.
• Watch Time: Measures the average amount of time viewers spend engaged with the live stream.
• Engagement Rate: Tracks audience participation through comments, questions, and clicks.

By analyzing this data, Vivo and iQoo can continuously refine their live commerce strategy, ensuring future streams are even more engaging and effective.

Here’s what they have achieved using Swirl’s Live Streaming so far: