Marks & Spencer Announces Plans to Launch a Live E-Commerce Service
Niko Pajkovic — January 28, 2022 — Marketing
References: marksandspencer & retailgazette
British multinational retailer Marks & Spencer has announced that it will be launching a new live shopping service that will enable influencers to model the brand's products over live video streams. The new service will make Marks & Spencer the first major UK retailer to embrace live e-commerce -- a phenomenon that has taken the Asian market by storm but has yet to gain popular appeal in the West.
The live streams will be hosted on a weekly basis by M&S experts who will provide shoppers with information about the items they are browsing. In addition, shoppers will be able to ask questions in real-time via the services chat function, watch product demonstrations, and make purchases on the fly.
The new service aligns with Marks & Spencer's broader goals to attract younger consumers to the brand. "Live shopping puts our experts front and center and gives them the ideal platform to share the Marks & Spencer point of difference," said Stephen Langford, the Director of Online at Marks & Spencer.
Image Credit: Marks and Spencers
The live streams will be hosted on a weekly basis by M&S experts who will provide shoppers with information about the items they are browsing. In addition, shoppers will be able to ask questions in real-time via the services chat function, watch product demonstrations, and make purchases on the fly.
The new service aligns with Marks & Spencer's broader goals to attract younger consumers to the brand. "Live shopping puts our experts front and center and gives them the ideal platform to share the Marks & Spencer point of difference," said Stephen Langford, the Director of Online at Marks & Spencer.
Image Credit: Marks and Spencers
Trend Themes
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Live E-commerce — Online retail businesses can benefit from integrating live e-commerce services to increase engagement and interactiveness for customers.
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Influencer Marketing — The rise of live e-commerce services provides an opportunity for influencer marketing to move beyond traditional sponsored posts and connect with audiences in a new, more personalized way.
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Real-time Customer Interaction — Real-time customer interaction through the chat function in live e-commerce services has the potential to improve customer satisfaction and loyalty.
Industry Implications
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Retail — Retailers can increase customer engagement and attract younger audiences through the implementation of live e-commerce services.
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Marketing — Influencer marketers can expand their reach and offer a more immersive experience to audiences by utilizing live e-commerce services.
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Customer Service — Real-time customer interaction via live e-commerce services can enhance the customer service experience and foster brand loyalty.
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