Marketing

Otto tests live shopping: This is how the test phase works

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Otto tests live shopping: This is how the test phase worksSource: Otto

With an average view time of six minutes, the first test was already a success. Viewers were able to ask questions to the Otto team via a chat function.

In China it is already a billion-dollar market. It’s about shopping and about being inspired in the meantime, about being advised almost casually and about ordering the right items from the comfort of your own home. Live shopping, i.e. shopping via live stream on the Internet, has the potential to revolutionize shopping behavior – also in Germany. With its own live shopping show, Otto will test in the coming weeks whether and how the trend from China will also appeal to its own customers.

“With the Otto Shopping Show, we offer our customers another shopping inspiration directly on our platform. The test phase will show which topics work best, at what times we can reach our customers particularly well with the shows and, moreover, how the new idea is accepted, ”explains Merja Saranpää, Senior Project Manager at Otto. “In the first test run at the beginning of October, customers watched us for an average of six minutes. Maintaining this number will be a great challenge. ”

Otto, project manager Merja Saranpää
Project manager Merja Saranpää. Image: Otto

Live streams on the web and in the Otto app

Otto will test the 20-minute videos online in portrait format until the end of the year otto.de as well as in the Otto app. Customers are informed of the upcoming event via push notification, while viewers can ask questions via a chat during the live stream. The presented articles are integrated under the video via product tiles and can therefore be placed directly in the shopping cart with a click. This gives customers the opportunity to take a look at their selection again after the live stream and to order directly.

Six minutes of view time on the first show

The show, conceived together with the oddity agency, initially focuses on items from the home & living area. At the second show on November 10th, the focus was on Otto’s own brand Leonique. From 7 p.m., moderator Jenny Augusta, known from ProSieben formats, among others, performed red or tough as well as interior influencer Safa through the selected product range for 20 minutes, provided support with furnishing and answered questions from viewers live. The start of the livestreaming series made Otto’s sustainable private label Otto Products already on October 6th. The result: over 32,000 viewers (live and afterwards) with an average view time of six minutes.

Also read: Future trend of social livestream shopping: What’s behind it?


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