The Clarins Group is investing in shoppable live streaming as it seeks to build “more conversational” and “deeper, more meaningful” relationships with its customers, regardless of location.
The French prestige beauty company has expanded a partnership with live video streaming company Bambuser – allowing it to push its implementation of Live Video Shopping to subsidiaries worldwide.
The new long-term agreement will see Clarins leverage Bambuser's 360-degree offering – to engage shoppers, elevate customer service and drive sales across its markets.
The move follows a successful pilot program in Hong Kong, Malaysia, Singapore, Taiwan and Thailand, during which Clarins saw conversion rates of up to 30% and engaged viewers for nearly 17 minutes.
In addition to leveraging Bambuser's interactive One-to-Many e-commerce solution for shoppable livestream broadcast to large audiences, Clarins will also be leveraging Bambuser's One-to-One solution for individual interactions, enabling it to provide high levels of personalised service to shoppers regardless of their location.
Live Video Shopping is “rapidly growing in popularity among luxury and beauty retailers who recognise the format's power as a strategic differentiator in today's competitive environment,” Bambuser said.
“With the combination of expert-led, shoppable livestreams and accompanying chat capabilities, Live Video Shopping is enabling innovators like Clarins to have more conversational relationships with shoppers, leading to deeper, more meaningful relationships and higher long-term customer value.”
Clarins Digital Customer Experience Manager Stéphanie Gaspar said: "Clarins is dedicated to constant innovation, and that dedication drives everything from the development of new formulations to the way we reach and interact with our customers.
“While the retail environment is particularly challenging at this time, it has always been in a constant state of evolution.
"We are proud to embrace Live Video Shopping, not as a temporary answer to a problem of today, but as a long-term solution that addresses the changing relationship between the digital and physical worlds."