A new definition in online shopping is “Shoppertainment” – the combination of two factors “Shopper” and “Entertainment” to increase the efficiency of attracting shoppers and making viewers interact longer.
In the past, Shoppertainment has been successfully applied by many brands, in which, in 2019, IKEA – the world’s largest furniture retailer organized a campaign “IKEA nightclub – Tonight is to sleep” ” for 100 lucky people to experience and it has resonated in North America and brought great success in terms of sales for the company. Right now, thanks to the development of e-commerce and digital marketing, the Shoppertainment trend has become popular and dominates online shopping through Live Selling Streams, Shoppable Videos, and Gamification. Retailers in China have used many Shoppertainment ideas to create their unique features such as performance shows, cosplay, rap, etc…
This is a trend that has been growing strongly for the following reasons:
– Create a unique shopping experience
– Creative and entertaining
– Increase the ability to attract customers
– “Turn emotions into orders”
– Build a strong brand
So, how has Shoppertainment been applied in Vietnam? It is not difficult to list the popular KOL names with Shoppertainment activities in the e-commerce industry. Pham Thoai is a typical figure when he is one of the first people in Vietnam to follow this trend. The outstanding campaign associated with Pham Thoai is the Livestream session applying Shoppertainment as a “24h live session” with the results:
– More than 76,000 products sold
– Revenue of nearly 23 billion VND
– More than 5.1 million viewers
– Nearly 30 million likes
In addition to the breakthrough benefits in terms of revenue, connecting brands with users, the initial investment costs, taking a long time to build trust, the need for more management personnel, and unique concept ideas. For the campaign, there are also barriers for SMEs to approach this trend.
However, the path of “Selling millions of orders” on the Vietnamese e-commerce platform is still very open thanks to the media units, KOL has built a reputation with consumers to help you conquer that path.
It can be said that this is a very creative and effective form for retail businesses. When recent years are said to be the year marking the explosion of Live Selling Streams, proving that e-commerce business brings breakthroughs in revenue, the period of 2023 – 2025 will mark a boom of e-commerce Shoppertainment.
