How to turn viewers into buyers as a live shopping host
At some point in our lives, we’ve all been influenced to buy. An ad on television between your favorite shows, a strategically targeted ad when you’re looking online for flight tickets, even a larger-than-life poster of an ice-cold Coca-Cola on a hot day – the factors may be subconscious, but they push us to take action.
Let’s dig deeper into how to influence viewers and turn them into buyers.
How to ace a live shopping session as host
Tell a story
Your live shopping session needs to sell more than just products. You have to weave in a story about the product, how to use it, and how it will make the viewer’s life better.
But rather than making it sound like a sales pitch, you need to create conversations like it’s happening between friends. Think about this: when a friend recommends something to you, you’re far more likely to buy it. That’s because you trust that your friend is telling you to share a secret or give you a tip for your own benefit, not out of self-interest. If you can connect with your customers and show them the product benefits that will appeal to them, it’ll move them closer to making a purchase decision.
Help them visualize
Live commerce bridges the gap between online and offline marketing by allowing viewers to see a product and experience it in a real way. In a live shopping session, you have the chance to display a product in many ways, so make the most of that. Unbox it, try it out, plug it in, test it on yourself or a co-host, explain the benefits and what you like about it – essentially help viewers feel like they’re exploring it themselves. This is also a great way to encourage impulse buys.
Successful live shopping hosts create beautiful sets that resonate with the viewers and emphasize the brand aesthetic. For example: If you’re selling home decor products, create a gorgeous set that matches the vibe of the products you’re going to be talking about.
When viewers watch a host try the product in real time, the shopping experience comes closer, and they feel like they’re buying in store. If you combine this with vouchers, discount codes and limited time offers, your viewers will be keen to grab the offer before it runs out.
Curate products carefully
A live shopping event can be confusing if it isn’t curated carefully. The more items a viewer has to evaluate, they more you’re confusing them. Showcase a curated list of products and invite them to imagine all the ways to use the product.
For example: A prominent clothing brand launched a new range of solid-colored tees in super soft cotton. The tees were available in 42 colors, but for the live shopping event, the host spent an hour demonstrating how to style a white tee to suit different aesthetics.
She created multiple looks, showed how to accessorize it to suit the occasion, and kept reiterating how soft it was and how long it would last. Naturally, the black tees were the highest sellers for that session, but a significant number of customers explored the other color options and bought different colors too.
Sell a solution
Imagine this: You walk into a store and explain your specific requirement to the retail associate. They listen carefully, ask relevant questions, and then suggest a product that matches your requirements. You’re definitely going to buy it!
When a potential buyer feels seen or heard, it predisposes them to continue the conversation. When you ask questions or engage with them, they begin to trust that you’re listening and have their best interests at heart. And if you recommend something that is a viable solution for them, they’ll make that purchase.
If you’re hosting a live shopping event with products that are not necessarily solutions, find a way to discuss them that creates a problem-solution structure.
For example, if you’re selling a new range of lipstick shades, begin by talking about hard it is to find the perfect red lipstick to suit your coloring. Then demonstrate the lipstick shades in swatches and explain how each color will suit a different skin tone. When viewers hear themselves described in your sales pitch, they’ll want to buy your product.
Case study: See how BeChef created a series of recipe-led live sessions to help people use their products more innovatively.
Take advantage of interactivity
One of the most effective features of live commerce is that it allows the viewer to interact with the brand or host directly. By encouraging conversations with your viewers, you build trust, establish a rapport, inspire confidence, and position yourself as a guide.
As a live shopping host, you need to know how to influence people and guide them towards purchase if you want to turn your event into a success. A good host encourages viewers to express themselves, focuses on the problems that consumers are concerned about, answer their queries, and pay attention to their needs.
SWIRL is a full funnel live commerce solution that helps marketers attract, engage and convert more customers. Enable your website or app with the power of shoppable content to increase AOV, boost conversions and retain customers. If you’re looking for a live commerce solution and want to discuss options, get in touch.