Nordstrom will debut its own Livestream Shopping channel as part of broader ambitions to dive into ecommerce livestreaming, according to CNBC. The program has been in the works for some time, inspired by the popularity of retail livestreaming services in China.
Planned streams include on “how to wear Burberry runway looks,” a spring beauty trend happy hour and a conversation with the British makeup artist Charlotte Tilbury. Customers can shop for featured products on Nordstrom’s website as well as participate in a live chatroom during the streams.
“There’s so much opportunity for us to get closer to the customer,” said Fanya Chandler, SVP at Nordstrom in an interview with CNBC. “We hope customers see this as an opportunity to seamlessly shop and participate in an informative and entertaining event.”
Nordstrom isn’t the only U.S. retailer showing interest in this growing channel. Walmart recently doubled down on its own efforts with a TikTok stream and an explorable experience on Mashable. Walmart previously hosted a TikTok livestream during the 2020 holiday season.
While livestreams haven’t yet caught on in the U.S. mainstream, their growing popularity shows promise. Retailers can connect with shoppers who have been sheltering during the pandemic by offering them some much-needed fun while at the same time growing customer loyalty.
“Livestreaming, also called Shop Streaming, enables retailers to leverage consumer’s higher propensity to make a purchase when tuning in, in real time,” said Stacy DeBroff, CEO of Influence Central in an interview with Retail TouchPoints. “The biggest draw for consumers comes from livestreaming’s unique mix of entertainment, behind-the-scenes product information, shared commenting with others, and simple click-to-buy options.”