{"id":10886,"date":"2023-01-03T08:00:00","date_gmt":"2023-01-03T07:00:00","guid":{"rendered":"https:\/\/mio.one\/blog\/what-is-shoppertainment-and-how-to-put-it-into-practice\/"},"modified":"2026-07-09T10:20:29","modified_gmt":"2026-07-09T08:20:29","slug":"what-is-shoppertainment-and-how-to-put-it-into-practice","status":"publish","type":"post","link":"https:\/\/mio.one\/en\/blog\/what-is-shoppertainment-and-how-to-put-it-into-practice\/","title":{"rendered":"What Is Shoppertainment and How to Put It into Practice."},"content":{"rendered":"\n\n

Shoppers have increasingly high expectations regarding their shopping experience. At the same time, e-commerce continues to grow, shifting those expectations from brick-and-mortar retail to the digital realm. In this regard, younger consumers in particular are demanding a more social and interactive shopping experience. To meet this need, a concept known as \u201cshoppertainment\u201d\u2014combining shopping with entertainment\u2014emerged during the lockdown. Want to know exactly what it is? Want me to give you the keys to success? Then keep reading this post. <\/span><\/i><\/b> <\/span><\/p>\n

The <\/span>Shoppertainment <\/span><\/b>stems from the fusion of <\/span>social commerce<\/span><\/b>,<\/span> influencer marketing <\/span><\/b>and <\/span>conversational commerce<\/span><\/b>. In this context, the brands that use it, through the <\/span>streaming<\/span><\/i>, they connect with users to showcase their products, interacting with them in real time via chat. But keep in mind: these types of activities aren’t limited to online\u2014they can also take place at the point of sale. <\/span> <\/span><\/p>\n

Thanks to this system, brands are able to gain firsthand insight into users\u2019 questions, opinions, and needs regarding their product, addressing them in real time and helping many other potential customers make a purchase decision on the spot.<\/span> <\/span><\/p>\n

By adding a link to the <\/span>stream<\/span><\/i>, users can instantly access the product page for the item being shown and purchase it right then and there.<\/span> <\/span><\/p>\n

This type of activity is particularly popular in Asia and is gradually gaining ground in the West.<\/span> <\/span><\/p>\n

According to <\/span>Dentsu<\/span><\/b>, this live shopping market is projected to reach $35 billion by 2024 in the United States.<\/span> <\/span><\/p>\n

According to another study conducted by <\/span>Forrester <\/span><\/b>and <\/span>AliExpress <\/span><\/b>\u201c<\/span>70% of European consumers are open to exploring the category, and in Spain that number rises to 78%<\/span><\/i>,\u201d which is why <\/span>Shoppertainment <\/span><\/i>looks set to be here to stay.<\/span> <\/span> <\/span><\/p>

Meanwhile, in Asia, for the <\/span>shoppertainment <\/span><\/i>to be successful, it must include interactive features such as chat, collaborative games, and wheels of fortune, in Spain, shoppers place much greater value on finding great deals and having access to more information about the product in question.<\/span> <\/span><\/p>\n

But what are the real keys to the success of <\/span>Shoppertainment<\/span><\/i>?<\/span> <\/span><\/p>

What are the keys to success with <\/span><\/span>Shoppertainment<\/span><\/span>.<\/span><\/span> <\/span><\/h2>

The first thing you should do is <\/span>think <\/span><\/b>carefully whether this format is the best <\/span>suitable for your product, your target audience, and your company<\/span><\/b>.<\/span> <\/span><\/p>\n

Your product<\/span><\/b> must meet a number of requirements<\/span><\/b> so that they are eligible for sale through this system. It is true that in China, vehicles have been successfully sold through the <\/span>Shoppertainment<\/span><\/i>, even houses during the 11.11 special promotion, but let’s be honest\u2014in the Western world, that’s really complicated. So, make sure to carefully assess whether your product can be sold directly through this system. <\/span> <\/span><\/p>\n

Taking into account <\/span>your target audience is another essential requirement<\/span><\/b>, since you can\u2019t sell something through <\/span>shoppertainment <\/span><\/i> to an audience that does not use the channels through which this technique is implemented. Therefore, find out if your audience is active on those channels, and most importantly, if they are open to this sales approach. <\/span> <\/span><\/p>\n

And finally, to <\/span>your company<\/span><\/b>\u2014and by that I mean whether you have the resources to carry out <\/span>shoppertainment<\/span><\/i>. By “resources,” I don’t just mean financial ones\u2014more importantly, do you have the people or <\/span>influencers <\/span><\/i><\/b>Are we really ready to sell in front of hundreds of people in real time? Often, we want to do things because our competitors have done them, because someone in the same industry in another market has done them, or because it\u2019s a trend\u2014and we don\u2019t stop to think about whether we can actually do it well. It\u2019s often better to ask for help from those who can do it than to try to do it yourself and end up with a result that isn\u2019t truly effective\u2014wasting time, money, and your reputation. <\/span> <\/span><\/p>\n

But if you’ve gone over each of those points and feel that everything makes sense to you, here are a few tips to keep in mind:<\/span> <\/span><\/p>\n

<\/span><\/p>\n

IDENTIFY THE TARGET AUDIENCE.<\/span><\/b> <\/span><\/p>\n

Yes, again. But this time I\u2019m not referring to your typical target audience\u2014the one you\u2019ve already clearly identified. I\u2019m talking about that same audience, but specifically the ones who actually engage with that channel. Also, study how they behave there and incorporate unique aspects of the community where you\u2019ll be streaming. That way, you\u2019ll connect much better with your audience, and they\u2019ll feel much more welcome and connected to everything that comes next. <\/span> <\/span><\/p>\n

<\/span><\/p>\n

CONNECT THE EXPERIENCE TO THE STORE.<\/span><\/b> <\/span><\/p>\n

Although being creative is essential, it won’t make sense if what you do isn’t directly connected to the products or the store. In addition, whenever possible, customers should <\/span> interact directly with the products<\/span><\/b>, which will make them more likely to buy and encourage them to return to the store.<\/span> <\/span><\/p>\n

On the other hand, sales and promotional offers should link the event and the products in a meaningful way. For example, you could offer a 15% discount on workout gear after an in-store yoga class. <\/span> <\/span><\/p>\n

<\/span><\/p>\n

SET A BUDGET.<\/span><\/b> <\/span><\/p>\n

The first step should always be to set a budget. Depending on what you want to do and how often, the budget will be higher or lower. Although it may not seem like it, that budget can range from a very low amount for a simple idea to large sums of money if you want to produce a blockbuster with the <\/span>influencer <\/span><\/i>fashion influencer.<\/span> <\/span><\/p>\n

<\/span><\/p>\n

DETERMINE THE FREQUENCY.<\/span><\/b> <\/span><\/p>\n

As I mentioned in the previous point, it\u2019s essential that you determine how often you\u2019re going to carry out <\/span>Shoppertainment<\/span><\/i>. Depending on your business, this can range from once a year to once a week\u2014for example, if you hold workshops or classes related to the use of your product, if applicable.<\/span> <\/span><\/p>\n

This aspect should be carefully examined, with dates for activities set and promotional periods throughout the year considered, in order to coordinate with or avoid specific events or dates and thus organize things much more effectively.<\/span> <\/span><\/p>\n

<\/span><\/p>\n

EMPLOYEES CAN BE CRUCIAL.<\/span><\/b> <\/span><\/p>\n

Both in terms of <\/span>Shoppertainment <\/span><\/i> Whether in-store or online, the staff who interact with the product on a daily basis can be a key asset in making this work. Motivate them, train them, and you might just have a future Shoppertainment expert among your ranks. <\/span> <\/span><\/p>\n

<\/span><\/p>\n

MEASURE THE RESULTS.<\/span><\/b> <\/span><\/p>\n

If you don’t measure, it’s impossible to improve. After every action of <\/span>shoppertainment<\/span><\/i> You need to measure how much traffic it has generated for the store or <\/span>e-commerce site<\/span><\/i>, and what the conversion rate was, and compare it to the other days when this action wasn’t taken. Identify the positives and negatives so you can build on what worked and stop doing what didn’t. <\/span> <\/span><\/p>\n

<\/span><\/p>\n

INTEGRATE NEW TECHNOLOGIES.<\/span><\/b> <\/span><\/p>\n

Without a doubt, technology has become an important ally for retail. From an online perspective, there\u2019s no question about it; however, for a traditional store, the combination of the digital and physical worlds opens up a fascinating new frontier, in what is being called <\/span>phygital<\/span><\/i><\/b>, which is simply the use of technology to create digital experiences in the physical world\u2014how? Through interactive kiosks or virtual mirrors, among other things. <\/span> <\/span><\/p>\n

<\/span><\/p>\n

The key for brands is to develop content that is brief, reliable, easy to consume, relevant to their target audience, and informative. In this regard, the <\/span>Shoppertainment <\/span><\/i>It enables this, as well as creating opportunities to connect with digital natives in their own spaces. Furthermore, it helps deliver a true omnichannel experience and, above all, boost sales. <\/span> <\/span><\/p>\n

At <\/span>MioGroup <\/span><\/b>, we develop comprehensive solutions\u2014both online and offline\u2014that deliver positive results for your business. <\/span>Want to talk?<\/span><\/b> <\/span><\/p>\n\n","protected":false},"excerpt":{"rendered":"

Younger consumers are demanding a more social and interactive shopping experience. To meet this need, a concept known as \u201cshoppertainment\u201d\u2014combining shopping with entertainment\u2014emerged during the lockdown. Want to know exactly what it is? <\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[226,241],"tags":[345,346,347],"class_list":["post-10886","post","type-post","status-publish","format-standard","hentry","category-publicity-sales-on-amazon","category-digital-marketing","tag-ecommerce","tag-phygital","tag-shoppertainment"],"acf":[],"yoast_head":"\nWhat Is Shoppertainment and How to Put It into Practice.<\/title>\n<meta name=\"description\" content=\"The concept of \u201cshoppertainment\u201d has become popular in recent times. 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