By John Kueber,
LiveShopCast
QVC launched on Nov. 24, 1986 and sold $7,400 worth of
merchandise in its first 24 hours of live programming. It would become one of
the most effective retailing machines ever created, as it mimicked the homes
and product values of a new generation of stay-at-home buyers.
More than three decades (and several large corporate
acquisitions) later, QVC continues to innovate their live programming options
as a means of staying close to its customers and to compete with the likes of online
giants like Alibaba, Amazon and Walmart.
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The urgency for retailers both large and small to digitally
transform their businesses is underscored by a generation that’s grown accustomed
to mobile Internet and video as a support system for daily expenditures.
Millennial buyers (18-to 36-year-olds) are on
track to spend $1.4 trillion annually by 2020, and to comprise 30% of total retail sales.
Christopher Colburn is the owner and operator of Seattle Pickle Company, whose “combining
and brining” methodology requires both technology and fresh ingredients.
Colburn says that due to the highly manicured appearance of
social media, interactive sales experiences, like live streaming, can create an
opportunity for brands to enhance their credibility. His small business uses
video technology to blend the convenience of online pickle shopping with the
inherent responsiveness and personal touch of an in-store setup.
“Live streaming gives us the opportunity to create a
significant customer touch point, in a meaningful and memorable way,” Colburn
said. “I don’t know of any other technological medium in which a ‘maker’ can quickly
and directly answer questions about their products — with thousands of
customers — without leaving their store or kitchen.”
Millennials spend an average of six hours per week shopping
online and are 48% more likely to
research brands online prior to making a purchase. Colburn wants to provide an
unfiltered, helpful personality for his customers online and showcase his
brick-and-mortar inventory through a digital storefront.
“We received several orders during our first live stream,”
Colburn said. “The ability to replay the stream provided additional value, as
it gave us the chance to improve content and customer experiences in the future.”
Brands are no longer forced to cater to a specific selling
venue or pay the upfront costs of doing business with an industry giant like QVC
in order to pique customers’ interest. As a new generation of shoppers search
out products and brand personalities on their own, applications like
LiveShopCast are enabling business owners to take real-time control over their
digital shopping experience.
John Kueber is
currently CEO at LiveShopCast, a
live video services platform. In addition, Kueber remains involved as the
founder or Sirocco Media, which operates media platforms that support user generated
content in Travel (www.jrrny.com, www.rangeinfluence.com), Sports
(www.coachestribune.com) and other verticals.