Retail Analysis
can even become brand advocates if the experience is high quality. In China, live video has transformed
retail and western brands aren’t far behind. Not only do live experiences help brands to accelerate conversions, they are also improving brand appeal and differentiation. Done well, it can strengthen positioning among existing customers and attract new ones, especially young people keen on innovative shopping formats and experiences. Recently Emplifi acquired Go Instore. Go
Instore enables video-powered retail by connecting online customers with data driven, product-matched in-store experts using immersive HD live video. The company’s video technology provides brands with a new channel via which they can engage with and serve their customers. With the addition of Go Instore ‘s video-powered retail technology,
Emplifi Social Commerce Cloud can now give brands the ability to deliver livestream shopping experiences, as well as provide stand- alone livestream solutions to enable them to build faster connection- to-conversion experiences for their audiences. The acquisition aims to bring breakthrough innovation and real value to the retail and overall B2C industry. This is to cater for the brands who are constantly in search of fresh, engaging ways to connect with and convert consumers as buying habits and shopping behaviours change. But this is just the brand side, on a consumer level, the partnership will bring delight and fun back into the shopping experience that has been so greatly missed during the pandemic. This will be vital for the future of retail. As consumer demands of
moving to online retail have become permanent, the enhancement of the online experience is a necessity for retailers. The next era of retail is looking more digitally driven and will require retailers to be agile. The acquisition enables this agility, allowing brands to connect and convert consumers more quickly and directly through the power of livestreaming and social media. Discussing the future of retail, Emplifi CEO Mark Zablan said, “The
key to success for retailers will lie in ‘phygital’ experiences, a merger of physical and digital strategies. Today’s customer is digitally grounded and they look to brands to provide omnichannel experiences across the platforms on which they are active. Live video represents a great opportunity for brands looking to bring back the enjoyment, and personalisation of the shopping experience, grow loyalty and ultimately boost their revenue.” Co-founders of Go Instore, Khurana Aman and Andre Hordagoda
said: “The rise of social commerce is the next step in a true omnichannel offering and being part of Emplifi’s Social Commerce Cloud will enable us to provide industry leading solutions to retailers across the world.” Today more than ever, brands need the ability to deliver livestream
shopping experiences, as well as provide stand-alone livestream solutions to enable them to build faster connection-to-conversion experiences for their audiences. Live video can be used to provide
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customers with a number of personalised services, including sessions with virtual stylists, fashion consultants, product experts or sales people - or use it to host one-to-many streamed video events from your own website or via social platforms such as Facebook, TikTok, Instagram and Twitch for product launches, seasonal campaigns or influencer marketing promotions.
“The rise of social commerce is the next step in a true
omnichannel offering and being part of Emplifi’s Social Commerce Cloud will enable us to provide industry leading solutions to retailers across the world.”
Co-founders of Go Instore, Khurana Aman and Andre Hordagoda
The Time is Now The customer experience has been a focal point for many retailers over the past few years, however it is vital that now all retailers respond to the demands of better experiences across every channel. Whether customers shop via stores, browser or mobile, the experience the customer receives should be the same. This seamlessness across every channel allows the customer to feel connected to the brand, as well as having the option to connect further by talking with product experts via live video solutions.
December/January 2022 | 7
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