Meta Description: Learn how Vivo and iQoo are transforming their digital strategies with live commerce, driving impressive GMV and ROI through humanized e-commerce and live engagement.

Introduction

In the dynamic world of e-commerce, staying ahead requires innovative strategies that not only attract customers but also engage them deeply. Vivo and its sister brand iQoo have pioneered a transformative approach by integrating live commerce into their digital strategies. This case study explores how these brands leverage live commerce to enhance iQoo digital engagement, resulting in substantial Gross Merchandise Value (GMV) and Return on Investment (ROI).

About Vivo and iQoo

Vivo, an established brand with over 100 million consumers in India, and iQoo, a younger brand focused on high-performance gaming phones, serve distinct market segments. While Vivo appeals to a broad audience, iQoo targets Gen Z consumers with its emphasis on performance and cutting-edge technology. Despite their differing focuses, both brands successfully utilize live commerce to create direct connections with their customers, bypassing traditional offline distributors.

The Power of Live Commerce

Live commerce has revolutionized how Vivo and iQoo interact with their audience. By adopting a Direct-to-Consumer (D2C) model, these brands engage with customers in real-time, fostering a more intimate and informative shopping experience. This strategy not only enhances iQoo digital engagement but also provides valuable insights into consumer behavior, allowing for continuous refinement of their marketing efforts.

Engaging Content Strategies for Live Commerce Success

Creating captivating live stream content is crucial for the success of live commerce. Vivo and iQoo have perfected a formula that includes:

• Clear Product Communication: Providing viewers with concise and understandable information about product features and benefits.
• Compelling Offers and Games: Keeping the audience engaged with special offers and interactive games during the live sessions.
• Authentic Product Demos: Demonstrating product functionalities in real-time to build trust and showcase real-world applications.

Leveraging Key Opinion Employees as Hosts

Instead of relying solely on celebrity endorsements, Vivo and iQoo utilize their Key Opinion Employees (KOEs) as live stream hosts. This approach offers several advantages:

• Brand Authenticity: KOEs, being internal hosts, foster a sense of trust and transparency as they represent the brand directly.
• Prompt Solutions: Brand experts are available to answer customer queries in real-time, providing detailed information about product features, promotional offers, and performance.
• Genuine Connection: Passionate and knowledgeable employees create a more authentic and relatable connection with the audience.

Humanizing E-commerce

Shashi Kant Oraon, Product Manager at Vivo India, emphasizes the importance of humanizing e-commerce. Live commerce transforms traditional, static online shopping into an interactive and authentic experience. This approach allows consumers to:

• Experience the Product: View live demonstrations that showcase the phone’s features in action.
• Engage with Hosts: Interact with hosts by asking questions and receiving real-time clarifications.
• Feel Connected: Build a sense of community through interactions with both the brand and other viewers.

Impact on the Purchase Funnel

Live commerce effectively influences all stages of the purchase funnel for Vivo and iQoo:

• Top of the Funnel: Engaging live content attracts potential customers and raises awareness.
• Middle of the Funnel: Detailed product information and special offers keep consumers interested and consider their purchase options.
• Bottom of the Funnel: Features like “Buy Now” buttons and EMI offers facilitate the final purchase decision, ensuring a seamless transaction process.

Live Commerce Tracking & Reporting

To ensure the effectiveness of their live commerce strategy, Vivo and iQoo track and analyze key metrics such as:

• Viewer Count: Monitors the number of participants tuning into the live stream.
• Watch Time: Measures the average duration viewers spend engaged with the live session.
• Engagement Rate: Tracks audience participation through comments, questions, and clicks.

By analyzing these metrics, the brands can continuously refine their live commerce strategies, enhancing future streams’ engagement and effectiveness.

Conclusion

Live commerce has undeniably transformed the digital strategies of Vivo and iQoo, setting new standards in the e-commerce industry. By humanizing the shopping experience and fostering authentic connections with consumers, these brands have achieved impressive GMV and ROI. The success of their iQoo digital engagement strategies underscores the transformative power of live commerce and the importance of innovative thinking in driving digital success.

For brands looking to revolutionize their digital strategies and enhance customer engagement, the journey of Vivo and iQoo offers invaluable insights into leveraging technology to create meaningful and personalized shopping experiences.

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