Ekonika - a major shoes and accessories manufacturer with its own network of over 130 shops across Russia/CIS and an online store with over half a million monthly visitors. Today the brand offers unique collaborations and creates unique prints for its collections to help customers not only stand out, but also enjoy the mixing and matching aspect of finding new, interesting looks.
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When purchasing clothing and accessories, many customers are interested in buying a complete ensemble, ensuring all pieces match or complement each other. For ecommerce customers, this is extra challenging as it involves navigating several different pages of the retailer’s website and product photos only allow customers to guess what the product will actually look like.
In addition to uncertainty about the size, color and material of apparel/accessories purchased online, ecommerce customers don’t have the opportunity to receive a personalized recommendation from a sales representative, who is knowledgeable about the brand and product offerings. Brick & mortar customers shopping for a specific look or seeking personalized guidance benefit from interactions with knowledgeable sales staff who can offer suggestions for “mixing and matching” products. Until now, this has been entirely missing from the ecommerce purchasing journey.
Ekonika launched one-on-one on-demand live streaming with eyezon during the first wave of the lockdown in spring 2020. It focused on providing online customers shopping experiences as close to real life as possible by having shop assistants work together with stylists. For every live stream request the team created various ensembles and sets. The shop assistants would then try on the items, and the stylist would add additional comments and recommendations.
The idea of providing a hyper-personalized shopping experience proved to be efficient, but was too time consuming for Ekonika. Also, there was an issue with the number of shoppers connected to the live stream, as not many customers were willing to wait over 5 minutes to join their stream. On top of that, when the shops reopened, the sales assistants became occupied with the customers visiting physical stores.
eyezon and Ekonika worked together to develop a new strategy for live streaming. When scaling the service it was decided that only sales assistants would respond to the stream requests, and the number of streamers available increased. Instead of pre-staging an ensemble, sales assistants continued offering customers accompanying products and accessories, but live, by “walking” the customers around the shop, recreating the experience of browsing in-store.
The speed in which sales assistants responded to requests increased as did the number of overall streams. To their surprise, Ekonika also found live communication occurred more frequently as customers responded to the more natural format and interacted more with sales assistants, resulting in an increase in conversions and sales.
For apparel and footwear, customers respond best to a live format. Shoppers want to browse the store during the stream and work together with the sales associate to find additional products and accessories. Mixing and matching products live is an exciting experience for the customer that drives conversions in a more difficult ecommerce market. Ecommerce customers are able to experience the same thrill of the find during the stream, exactly like in-person.
After mastering on-demand live streaming with their current traffic, brands can easily increase the number of live interactions happening on their website with eyezon ads. This new format of advertisement can be placed on any type of ads - print, media, banners, SM posts or emails. Through just one click, (or QR code scan) retailers can connect their audience with sales associates from physical shops or showrooms, thus turning any ad contact into a direct sales interaction.