We increase Adolfo Domínguez sales by creating a new shopping experience through shoppable videos with live events aimed at followers, new audiences and customers.
Client
Industry
Retail - E-commerce
Services
Discovery
Live Commerce Strategy
Tech Consultancy and Platforms Integration
Creative Thinking
Production and Stream Coordination
Data analysis
The Challenge
Creation of a new digital sales channel
In the midst of the digitalization process and following the pandemic stage caused by Covid-19, when fashion stores had to close, Adolfo Domínguez embraced innovation as a way to connect with customers, adapting to their needs. In the past two years, the fashion group has strengthened its commitment to digital innovation and new consumption models.
Adolfo Domínguez had four main objectives:
- Attract new audiences.
- Strengthen their online channels.
- Foster loyalty among digital audiences.
- Generate actions that position the brand at the top of mind for their target audience.
We worked on a recurring live commerce strategy that unified these objectives into a single action, making Adolfo Domínguez the first major Spanish fashion brand to incorporate live shopping as a new channel for traffic and conversion.
In these live sessions, the brand would showcase its new collections to customers alongside its stylists, allowing users to purchase the items they were interested in without leaving their homes or even changing screens.
For the company, this project presented a dual challenge, both due to the internal cultural shift involved in implementing a new content and sales channel and the need to educate the audience about this new format.
“Adolfo Domínguez held private sales in their stores for VIP clients, where a stylist-influencer presented the new collections. We faced the challenge of transitioning these sales to a digital format, reaching much larger new audiences in an environment where users couldn’t try on the clothes. However, the results demonstrated the enormous potential of live commerce strategies and tools.”
What We Did
Planning, execution, and analysis of each live session.
Our years of expertise in the retail and fashion sector allowed us to quickly immerse ourselves in the project, clearly understanding the client’s pain points from the very beginning.
Following that initial analysis of the situation, there was an internal collaboration process with the eRetail & live shopping, Digital Strategy, and Creative teams that resulted in a proposal for the client to transition private sales into a phygital event that reaches larger audiences while maintaining or even improving conversion rates. There is no doubt that live shopping is perfect for that, but what is the right strategy, and how do we execute it?
From our tech team in the eRetail & live shopping chapter, an analysis of the client’s platform was conducted to determine which of the multiple live shopping tools was most suitable for agile and effective integration. Two platforms were tested, and we chose to work with Shoply due to its superior performance in both technical and visual adaptation.
The Digital Strategy team designed traffic campaigns for before, during, and after the events to ensure optimal reach, both in terms of volume and target audience. They generated anticipation during the pre-phase, achieved maximum engagement during the event, and extended the conversion of live shopping even in the days following the event.
Meanwhile, the creative team developed content dynamics proposals for each of the monthly live sessions, combining elements such as user interaction, brand explanation, product showcase, real model trials, and purchase incentives, ensuring that the final content was engaging enough to keep the audience connected, participating, and buying.
The production department transferred the scripts monthly to a production schedule that outlines the dynamics of the live session and serves as a logbook for the more than 12 people involved in each show. This department is also responsible for managing and operating all recording, lighting, sound, and other equipment to ensure that the show can begin!
Finally, once each live session is completed, a results report is sent to the client containing key performance indicators such as: traffic, peak connections, average connection time, engagement, CTR (click-through rate), CR (conversion rate), positive and negative comments in the chat, and results from surveys conducted. After analyzing these results, potential improvements for the next edition are proposed.
Key Learnings
The phygital factor—broadcasting online from the physical store and engaging the audience from a pre-live phase—is essential to ensure the success of the initiative. Through social media contests to invite the models who will participate physically in the store during the live session, we generate anticipation and create a seamless transition from the physical to the digital, making the experience unique.
Results
Ana Oca,
Adolfo Domínguez Marketing Manager
We highlight
The relevance of the strategy:
To think and create appealing concepts for the user that allow them to discover and purchase the product in a different and entertaining way.
The magic of the authentic:
Achieving that production point where everything goes well while respecting the spontaneity of the live event, with the participation of real users.
The importance of frequency:
In each session, the user is more participative, and the metrics improve.