Direct sales have always existed in retail, but the- digital version in the form of social e-commerce and live shopping is developing at great speed. This is driven by increased conversion rates of enquiry to sale via real shopping baskets. We have a re-humanisation of the e-commerce experience to ensure customer satisfaction via brand image and community building. While in Europe, the use of live shopping remains tiny compared to China, what is the real potential of social e-commerce according to product categories? Between assisted and live sales, which models are the most efficient? For which brands are these tools particularly suitable, and what is the highest profitability?
Overview
Direct sales in digital: aimed at winning business from a digital consumer, this technology arrived in Europe alongside Covid-19. The British department stores of John Lewis are expanding their offer of free video appointments, from 1 to 2 hours. After appointments dedicated to childcare, fashion and home furnishings, John Lewis has launched beauty consultations in April 2021. Between April 2020 and January 2022, the retailer conducted 74,700 free customer appointments (from one to two
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