THE WHAT? DFS Group held its first livestream event on August 18 via WeChat for its beauty and cosmetics offer. The Hong Kong-based travel retailer reported ‘outstanding results’ from the hour-long event, according to a report published by TR Business.
THE DETAILS The event garnered some 50,000 views, more than 30,000 likes, in the region of 12,000 click throughs and 6,000 comments and sales topped the daily record achieved in store for beauty.
Customers were able to pre-order from a selection of 50 ‘hot products’ which could then be collected in store.
THE WHY? Christophe Marque, DFS Executive Vice President Global Marketing and Beauty Merchandising, explained to TR Business, “Livestreaming has become one of China’s most popular e-commerce trends, accelerated by the COVID-19 crisis.
“It is fun for us and for our audience but also a great way to engage our customers while they are unable to travel. To achieve these results in only one hour is fantastic, and we look forward to hosting more live-streaming events to excite and reward our loyal customers.”