The impact of COVID-19 had everyone looking for new ways to connect with their consumers and make sales happen. Livestreaming has become a new tool in brand and retailer toolboxes as adoption was accelerated by the pandemic shutdown. Leading travel retailer DFS launched its first in-store livestreaming event with record-setting results. In just one hour, the livestream smashed the beauty category’s previous one-day sales high in any of the retailer’s Hong Kong stores.
The livestream on August 18, hosted in T Galleria by DFS Tsim Sha Tsui East, was an hourlong Flash Sale featuring more than 50 hot products for pre-order and pickup inside the store, earning extra discounts and gifts. Streamed over WeChat, the event generated more than 50,000 views, over 30,000 likes, nearly 6,000 comments, 12,000 product click-throughs, and 2,500 shares.
“Livestreaming has become one of China’s most popular ecommerce trends, accelerated by the COVID-19 crisis,” said DFS Executive Vice President Global Marketing and Beauty Merchandising Christophe Marque.
“It is fun for us and for our audience, but also a great way to engage our customers while they are unable to travel. To achieve these results in only one hour is fantastic, and we look forward to hosting more livestreaming events to excite and reward our loyal customers.”
A recent deal with Shenzhen Duty Free Ecommerce Co, majority-owned by Shenzhen Duty Free Group, will significantly strengthen DFS digital capabilities for its Chinese customers.
Photo: via DFS