Retailtainment: The Future of Online Shopping

Due to the restrictions imposed by the COVID-19 pandemic, a lot of holiday shopping shifted online.

A 2020 report from McKinsey & Company showed that 37% of respondents intended to spend more money online during the holidays compared to their spending last 2019. The report surveyed a whopping 3,500 shoppers from United States, United Kingdom, China, Germany, and France. Additionally, Chinese e-commerce giants JD.com and Alibaba set new records by racking up about US$115 billion in sales across their websites during the 2020 Singles Day event.

“2020 has been a year of accelerated (digitalization) and we believe that it is a shift to online lifestyles that is broad, deep, and irreversible.” – Terence Pang, COO of Shopee

As the online shopping scene continues to flourish, retailtainment has become a viable tool for sellers. As the name suggests, retailtainment is the fusion of “retail” and “entertainment”. It is all about enhancing the consumer’s experience by injecting enjoyable and amusing twists into the shopping experience. Sellers must focus on creating different experiences that induce an emotion.

MIXING LIVE STREAMING AND E-COMMERCE

Simply opening an online store or establishing a social media presence cannot cut it these days. You need to stand out from the rest by harnessing the latest technology and using other methods to improve the consumer’s shopping experience. This is where retailtainment and live streaming comes in.

Live streaming refers to broadcasting yourself in real-time. In Singapore, the live streaming e-commerce took off over the last couple of years due to the restrictions brought by the pandemic. Retailers could no longer rely on foot traffic alone!

In fact, media intelligence firm Meltwater reported that conversations around live streams and gamification of the online shopping experience in Singapore rose by 1890% on social media platforms and forums since March 2020.

Online marketplaces such as Lazada, Zalora, and Qoo19 used the power of live streams to increase their sales and digital traffic. Several brick-and-mortar retailers have used live streams for the same reasons too.

Image Credits: pixabay.com

When it comes to live streaming or live selling, creating and maintaining good relationships with the consumers is the key to success. It is all about building credibility through quality products and service. These factors will keep your consumers constantly engaged and eager to buy more products. Good relationships can help you turn ordinary online shoppers into loyal customers.

Sources: 1 & 2

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You Don’t Want To Miss These Online Shopping Hacks

THE INCOGNITO MODE

If you keep clicking on a particular item, a website is likely to offer it at a higher price. Furthermore, it may bombard you with advertisements of that item. The incognito window will help you save money through private browsing. It blocks third-party cookies and disables search history. This way, websites such as Hotels.com and Expedia cannot practice price discrimination.

CHECK ITEM AVAILABILITY

The Editor’s Market is one of my favorite stores due to its emphasis on modern street-wear. However, their items sell out fast! Fortunately for me, consumers can check out the item availability and reserve it via the online shop. Simply become a member by answering this form: theeditorsmarket.com/membership.

GET FREE SAMPLES

Free beauty samples are usually given at checkout. It gives you the opportunity to test out products without having to waste your money on a full-sized bottle. Sephora, a mecca for makeup addicts, offers free samples in its online store. Go to sephora.sg/pages/free-samples and follow the basic rules.

Image Credits: pixabay.com

a. Add a sample to your bag at checkout.
b. Only one sample may be added to each order.
c. Samples are available while supplies last.
d. If a sample goes out of stock, Sephora will provide a substitute.
e. Samples are not available during sale periods.

ENJOY FREE RETURNS

Whether you admit it or not, you do not always like what you purchase online. That is alright! International brands such as ASOS and MANGO allow you to process free returns. For ASOS, returning an item is a hassle-free task. Start by filling out the return form and printing out the shipping label. Then, drop it off at your local SingPost branch.

For MANGO, the prices on its website is the same as the prices in its physical stores in Singapore. You can return an item at any of its multiple outlets. It saves you the effort of heading down to the post office.

THE 24-HOUR WAIT

Last but not the least, you can subscribe to delayed gratification. Leaving your items in the shopping cart for at least 24 hours can help you decide whether you really want or need to purchase it. Some companies such as ZALORA Singapore will lure you with a special discount code to encourage you to checkout your cart. Apply this savvy shopping tip then.

Image Credits: pixabay.com

Sources: 1 & 2

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