ColumnistsJan 18, 2022
The PR Adviser: Getting Back Up After You FallColumnistsJan 25, 2022
The Smart Lab: The Benefits of Live Shopping Events
Emmanuel Raheb lists four reasons to host one, starting with live shopping lets small jewelry stores compete with larger companies.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Even if you’ve never heard of “live shopping” before, you’ve probably experienced a version of it.
Remember all those home shopping channels where the host promotes an item live on TV and encourages you to buy? Of course you do.
Even after decades, channels such as HSN (formerly known as the Home Shopping Network, which has been around since the early 1980s) and QVC, which also launched in the ‘80s, are still going strong.
Live shopping, more accurately known today as live-stream shopping, is the next evolution of this remarkable marketing method and it’s now happening on Facebook, Instagram, TikTok and even directly on websites. It brings the convenience of shopping from home into modern times.
The signature benefit of live shopping is that the special offer remains only valid during the promotion period on the stream. This creates not only a sense of urgency with the audience, but a sense of excitement. If marketed correctly, live shopping can become an event in and of itself.
With live shopping, people can ask questions, leave comments, and even call in to speak with you.
Jewelry sales are made in real time and once the stream is over, the deal has expired. It’s interactive and fun.
Related stories will be right here …
Remember all those home shopping channels where the host promotes an item live on TV and encourages you to buy? Of course you do.
Even after decades, channels such as HSN (formerly known as the Home Shopping Network, which has been around since the early 1980s) and QVC, which also launched in the ‘80s, are still going strong.
Live shopping, more accurately known today as live-stream shopping, is the next evolution of this remarkable marketing method and it’s now happening on Facebook, Instagram, TikTok and even directly on websites. It brings the convenience of shopping from home into modern times.
The signature benefit of live shopping is that the special offer remains only valid during the promotion period on the stream. This creates not only a sense of urgency with the audience, but a sense of excitement. If marketed correctly, live shopping can become an event in and of itself.
With live shopping, people can ask questions, leave comments, and even call in to speak with you.
Jewelry sales are made in real time and once the stream is over, the deal has expired. It’s interactive and fun.
The live shopping business model has proven extremely popular in China and other parts of Asia, with some companies making live shopping their entire business.
These companies have no physical stores, and some don’t even hold physical inventory. Their whole approach is to sell direct to their audience through live shopping.
Here are some of the top benefits of adding live shopping to your digital marketing strategy.
1. It provides an engaging experience. It lets smaller jewelry stores compete against much larger companies, big fashion brands, and other online-only or traditional "brick-and-mortar" businesses.
2. It can quickly generate jewelry sales. Live shopping gives the jeweler the ability to quickly clear slow-moving inventory and overstock, while giving the customer a great deal. Everyone loves a special offer when there’s limited supply.
3. Live shopping builds your jewelry store’s brand awareness, as it becomes another reason for people to pay attention to your store.
People love live events because they’re unscripted and you never know what’s going to happen. Combine this with a great deal shown only to your live shopping viewers and you have huge potential.
There’s no better or faster way to build your jewelry store’s brand than to be in front of your audience for 30 to 60 minutes or more. It reinforces your value as a local, trusted jeweler and they’ll remember you.
4. It’s the antidote to COVID shutdowns. With the pandemic still raging and waves of closures happening, a live shopping event can’t be canceled by COVID.
Selling through live shopping is something a staff of one or two people can do safely in your store and it’s a great alternative to selling in-person.
Remember: Although homebound, many customers still have money to spend and are looking to “reward themselves” with something nice. Live shopping gives you a chance to reach this captive audience and sell your jewelry.
In conclusion, live shopping brings the experience of shopping at the store direct to people’s homes.
People like to do business with companies they like, know, and trust. A live shopping event welcomes people into your jewelry store and they can get to know you while you learn more about them. How powerful is that?
Of course, people will still shop through your website; it’s expected.
But how many jewelry store owners do you know who host live shopping events? The answer is, not many. Live shopping is the perfect way for you to differentiate yourself from every other jeweler in town.
Live shopping is still in its infancy and not everyone knows about it or has the dedication to make it a priority. If you need any help setting up your live shopping event, contact us. We’re here to help you succeed.
By starting early, you can get a jump over your competition and make your jewelry business soar.
People like to do business with companies they like, know, and trust. A live shopping event welcomes people into your jewelry store and they can get to know you while you learn more about them. How powerful is that?
Of course, people will still shop through your website; it’s expected.
But how many jewelry store owners do you know who host live shopping events? The answer is, not many. Live shopping is the perfect way for you to differentiate yourself from every other jeweler in town.
Live shopping is still in its infancy and not everyone knows about it or has the dedication to make it a priority. If you need any help setting up your live shopping event, contact us. We’re here to help you succeed.
By starting early, you can get a jump over your competition and make your jewelry business soar.
More on Columnists
The Latest
MajorsAug 26, 2024
Longtime Industry Sales Trainer Lenny Zell Dies at 97Said to be the first to write a jewelry sales manual for the industry, Zell is remembered for his zest for life.
WatchesAug 26, 2024
IWC Is Sending Its Watches to SpaceThe company outfitted the Polaris Dawn spaceflight crew with watches that will later be auctioned off to benefit St. Jude’s.
AuctionsAug 23, 2024
Abernethy Pearl Tops Estimates at Auction A buyer paid more than $100,000 for the gemstone known as “Little Willie,” setting a new auction record for a Scottish freshwater pearl.
Brought to you by
Watch: Natural Diamonds: A Great (but Often Untold) Geology StorySupplier Spotlight Sponsored by GIA.
CollectionsAug 23, 2024
Piece of the Week: Gumuchian’s Colorful ‘Spectrum’ NecklaceAnita Gumuchian created the 18-karat yellow gold necklace using 189 carats of colored gemstones she spent the last 40 years collecting.
Weekly QuizAug 23, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 22, 2024
2,492-Carat Diamond Recovered From Botswana Diamond MineThe giant gem came from Karowe, the same mine that yielded the 1,109-carat Lesedi La Rona and the 1,758-carat Sewelô diamond.
TrendsAug 22, 2024
Kaley Cuoco Has a Three-Stone Engagement Ring With a TwistThe three-stone ring was designed by Shahla Karimi Jewelry and represents Cuoco, her fiancé Tom Pelphrey, and their child.
Brought to you by
Watch: Forging the Next Generation of Skilled Bench Jewelers at GIASupplier Spotlight Sponsored by GIA
CollectionsAug 22, 2024
Greenwich St. Jewelers Collabs with TikTok Jewelry Content CreatorThe Manhattan jewelry store has partnered with Xarissa B. of Jewel Boxing on a necklace capsule collection.
TechnologyAug 21, 2024
Instagram’s Notes Feature Expands to Posts, ReelsActing as temporary virtual Post-it notes, Notes are designed to help strengthen mutual connections, not reach new audiences.
TrendsAug 21, 2024
Carol Woolton To Release New BookThe jewelry historian discusses the history and cultural significance of jewelry throughout time and across the globe.
TrendsAug 21, 2024
Amanda’s Style File: Shimmy and ShakeFrom fringe and tassels to pieces that give the illusion they are in motion, jewelry with movement is trending.
IndependentsAug 20, 2024
Mixed-Media Jewelry Artist Jan Yager Dies at 72The designer and maker found community around her Philadelphia studio and creative inspiration on the sidewalks below it.
IndependentsAug 20, 2024
Pat Henneberry Releases MemoirThe industry consultant’s new book focuses on what she learned as an athlete recovering from a broken back.
Events & AwardsAug 20, 2024
The Ethical Gem Fair Is Going to CaliforniaThe fair will take place on the West Coast for the first time, hosted by Altana Fine Jewelry in Oakland, California.
MajorsAug 20, 2024
Kathy Hillelson Joins Board of WJA Foundation Hillelson is a second-generation diamantaire and CEO of Owl Financial Group.
Events & AwardsAug 19, 2024
Nominations Are Open for the 2025 Gem AwardsSubmissions in the categories of Jewelry Design, Media Excellence, and Retail Excellence will be accepted through this Friday, Aug. 23.
AuctionsAug 19, 2024
Scotland’s Famed Abernethy Pearl Is Up for Sale Known as “Little Willie,” it’s the largest freshwater pearl found in recent history in Scotland and is notable for its shape and color.
IndependentsAug 19, 2024
Kentucky Jeweler Closing After 89 YearsClements Jewelers in Madisonville cited competition from larger retailers and online sellers as the driving factor.
SourcingAug 19, 2024
A&C Gem Trading Corp. Relocates, Opens Wholesale ShowroomThe gemstone company is moving to the Ross Metal Exchange in New York City’s Diamond District.
CrimeAug 16, 2024
Jewels Stolen During Green Vault Heist Back on DisplayMost of the 18th century royal jewelry taken from the Green Vault Museum in Dresden, Germany, in 2019 went back on display this week.
IndependentsAug 16, 2024
Louis Anthony Jewelers Announces First Resort StoreThe Pittsburgh jeweler has opened a store in the nearby Nemacolin resort.
CollectionsAug 16, 2024
Piece of the Week: Jonne Amaya’s ‘Cat Claw’ NecklaceWith a 40-carat cabochon emerald, this necklace is as powerful and elegant as a cat.
Events & AwardsAug 16, 2024
IJO Names Jewel-Craft as VIP Vendor of the YearThe Erlanger, Kentucky-based company was recognized for its reliability when it comes to repairs and fast turnaround times.
SourcingAug 15, 2024
Greenland Ruby Is Up For SaleUnable to pay its debts, the ruby and sapphire miner is looking to restructure and become a “competitive and attractive” company.
TrendsAug 15, 2024
Paola De Luca to Debut Trendbook 2026+ at VicenzaoroThe trend forecaster’s latest guide has intel on upcoming trends in the jewelry market.
Events & AwardsAug 15, 2024
Heather Ingraham Awarded WJA Helene Fortunoff Scholarship Ingraham said she’ll use the scholarship funds to attend the Women’s Leadership Program at the Yale School of Management.
