From brick-and-mortar stores to digitally native brands and back again, retailers are always trying new ways to reach new customers.
Increasingly, it seems brands are turning to old methods and making them new. Direct mail campaigns were left for mattress companies and grocers until DTC brands made them cool again. Now, it’s home shopping's turn for a rebrand.
The leaders of home shopping
QVC is the first company that comes to mind, reminding me of previous bouts of insomnia, up at 3 a.m. watching blank-staring models displaying sparkly bracelets and Christmas decorations. But the real frontrunners in the resurgence of home shopping are in China. The industry is already valued at $137 billion, utilizing today’s tech and home-shopping essentials like clever hosts and flash sales.
The Gen Z Effect
Gen Z is starting to earn disposable income as the generation hits its mid-twenties (the members in the cohort are between 10 and 25 years old), contributing to their $360 billion spending power. For these kids who have grown up trusting their Youtube creators and TikTok stars like the cool older siblings they wish they had, reaching them by authentic, relatable sellers makes all the difference. The new home shopping is a mix of influencer sponcon, social media and a dash of QVC.
Whatnot is a leader in this space. The company has created a marketplace where anyone can become a seller, promote a launch, and livestream his or her inventory of vintage tees, playing cards, or NFTs. Bambuser was an innovator in the category and has been the brand choice for live shopping events. The Stockholm-based company went public in 2017.
Trending in Shopper Experience
What: More than 250 direct-to-consumer leaders gather in LA for three days of learning from founders, hands-on workshops and giveaways. Keynotes and panel discussions will feature leaders from LOVE Wellness, Gorgias, True Classic Tees, Klaviyo, Liquid Death and more.
When: Oct. 19-21, 2022
Where: Academy LA, Los Angeles, California. Virtual attendance is available.