Shoppertainment: The Art Of Engaging Shoppers With Immersive Experiences

The E-Commerce Industry has played a critical role in spearheading the digital revolution. Consumers now feel increasingly at ease purchasing online, while e-commerce platforms continue to introduce innovative features to improve financial performance. It’s fair to say that brands who proactively identify and capitalise on upcoming trends to capture customers’ attention will distinguish themselves. One such trend that has picked up momentum over the digital spectrum in the past few years is ‘Shoppertainment’.

WHAT IS SHOPPERTAINMENT?

Shoppertainment combines commerce, content, and community to create an engaging experience. The focus is on “content-driven” commerce, aiming to entertain and captivate users before guiding them towards immersive shopping experiences. A few examples of shoppertainment content are as follows:

• Augmented reality integrations into the app experience
• Live commerce feeds and videos
• Gamified experience within the app
• Micro-communities led by influencers etc.

FACTORS CAUSING AN UPSURGE IN THE POPULARITY OF SHOPPERTAINMENT

If there is a significantly short time between the click and app install it is a strong indicator of Click Hijacking. Below is an example of the time distribution of Click To Install Time (CTIT) difference observed for an ad campaign.

CONSUMER DEMAND

The increasing demand for immersive and engaging shopping experiences from digital-first audiences is pushing brands and advertisers to explore Shoppertainment to stand-out in a cluttered market.

DIGITAL TRANSFORMATION

The rise of e-commerce and digital platforms has provided a fertile ground for shoppertainment to thrive.

SOCIAL MEDIA INFLUENCE

The rise of social media platforms has amplified the impact of shoppertainment, strategies that leverage social media platforms can generate buzz and reach a wider audience.

ATTENTION ECONOMY

In a crowded online landscape, brands and advertisers strive to grab and hold consumer attention. Shoppertainment provides a solution by incorporating entertainment elements that boost engagement.

A GLOBAL OUTLOOK ON SHOPPERTAINMENT

The US and China are viewed by experts as pioneers of Shoppertainment since several mediums like Live Commerce, AR App Integrations, Gamification, Shoppable Videos, etc, had primarily emerged from these 2 markets and eventually adopted by other consumer markets across the world.

These markets, along with the fragmented SEA regions like Indonesia and Vietnam, have attracted great success in Shoppertainment. This is primarily because these are some of the biggest ecommerce markets in the world where digital trends tend to pick up early traction due to a high share of Gen-Z and Millennial population.

WHY SHOULD YOU INVEST IN SHOPPERTAINMENT NOW?

CONSUMERS PRIORITISE ENJOYABLE SHOPPING EXPERIENCES

1 in 3 consumers want to feel good about their purchases, with an additional 70% valuing entertainment throughout the buying journey.

USERS ARE LEANING TOWARDS VIDEO BASED CONTENT

88% users are convinced to make a purchase after watching a brand’s video, while only 11% prefer text-based articles or posts.

HIGHER BRAND RECALL THROUGH AUTHENTICITY

79% of people say UGC highly impacts their purchasing decisions. Consumers find UGC 9.8x more impactful than influencer content when making purchasing decisions.

Learn about how you can integrate shoppertainment in your performance marketing strategy in our detailed report.

WORKING WITH M&C SAATCHI PERFORMANCE

The shopping experience is undergoing a major transformation. Apart from traditional in-store visits, consumers now have the option to make purchases directly through a brand’s social media profile or participate in livestream events while shopping. At M&C Saatchi Performance, we specialise in connecting your brand with the right audiences at the point of consideration and purchase, ensuring you are placed right at the forefront of their minds. Reach out to us to learn more about our services.