Alibaba Group’s dedicated platform for luxury brands, Tmall Luxury Pavilion, rolled out a one-on-one private livestreaming feature to replicate the exclusive shopping experience in a physical store.
This new function acts as a VIP room in a digital version, Cartier and Burberry were the first luxury brands to use the feature. To book the service, customers can go to the brands’ flagship stores on Tmall Luxury Pavilion and have a tailor-made service. The booking can be rescheduled or cancelled any time before the session, giving customers more flexibility compared to offline visits.
All this was born following the various lockdowns that are taking place in China as if they had now entered the daily routine of people. Here the professionals of the sector will be able to introduce and explain in detail the products, services and above all help customers to virtually try the products.
Hundreds of customers tried the service on Tmall when it ran as a pilot project in mid-February and it was an expected success, because among the various functions there will also be the possibility of chatting directly with the committed even with the camera and microphone turned off. This was one of the strong points for customers who belong to Gen-Z and millennials, they are extremely reserved and the fact of not having the obligation to show their face makes them feel more comfortable and protected in terms of privacy.
Thanks to the new services, digital is guaranteeing greater flexibility to users during the purchase process compared to what happened offline, the advisors give users the possibility to prepare questions on products that they themselves send before the live session to those who are interested, generating curiosity and audience. Consumers can also use augmented reality and virtual reality technologies to try on products and 3D showrooms on the platform to enjoy an immersive experience.
The change in consumer behaviour together with the impacts of COVID mean the digital space will remain a crucial battlefield for extravagant purchases. Therefore, it is another smart step taken by Tmall to empower its luxury brand users to improve their service and user experience for their target consumers in China.
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