Tracing The Growth & Potential Of Shoppertainment

These are exciting times for online retailers as customers are getting more comfortable than ever before in making online purchases. However, the challenge for marketers today is to cut through the noise and speak to consumers in a way that works for them.

As attention becomes a priority, we look into the potential of ‘Shoppertainment’ (Shopping + Entertainment) as a potential solution for marketers to produce relevant and engaging content that delivers results.  Shoppertainment brings together commerce + content + community. This “content-driven” commerce is focused around first entertaining users in order to catch their attention, and then lead them towards highly immersive shopping experiences. It includes everything from AR, to live commerce feeds, gamified experiences, and influencer-led micro communities.

Key Takeaways

• Consumers are increasingly seeking a feel-good factor while shopping.
• 1 in 3 want to make a purchase and feel good about it with a further 70% saying it’s important for them to be entertained during the purchase journey.
• Users crave genuine content like User Generated Content & Community Commerce
• In 2020, the first 30 minutes of Alibaba’s Singles’ Day pre-sales campaign on Taobao Live generated an impressive $7.5 billion in total transaction value.

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Highlights

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