How Divani.Store expanded globally with Video Commerce

Challenge

Divani.Store has a commitment to craftsmanship, design and functionality; attributes they found difficult to convey through traditional digital channels.

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They felt that their PDPs often fell short where physical stores excelled: in the experience of the product, its feel and possibilities. In addition to this, their key selling points - customization and expert assistance - were often overlooked by shoppers on their website, leaving sales on the table.

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Solution

Divani.Store decided to rethink their whole digital strategy, landing on Video Commerce as an engine of transformation.

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Their approach was multi-faceted: first, they became comfortable with the media and started to build out a dedicated sales channel by hosting Live Shopping sessions featuring their co-founder, Loris Di Pancrazio. This was a smart move, as it helped build trust and infuse personality into their digital storefront.

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Expanding on the Live Shopping sessions, Divani.Store curated content aimed at frequently asked questions. This ensured relevance long after the live-period, and provided a valuable source of information for the customers as well as predicting future pain points, allowing questions to be answered before they were even asked.

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For boosting viewership, they employed the Floating Action Button as well as Bambuser’s Dubbing feature upon roll-out, to reach more markets. This combination gave an instant uptick in views.

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The last leg of their strategy in utilizing Video Commerce to its fullest, Divani.Store added Shoppable Videos to their PDPs, making them come to life - and solving the problem of the brand’s key selling points being overlooked. Now, PDPs were dynamic, engaging and - most important of all - highly converting.

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Results

When interviewed for this article, the Divani.Store team told us that “the impact of our Video Commerce initiative was both immediate and measurable”. They also shared some absolutely mind-blowing results with us.

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From the Live Shopping sessions, they report an average watch time of 8 minutes and a 51% conversion rate within 24 hours of tuning in to a livestream!

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In addition, bounce rates on PDPs dropped by 40% within the first 6 months after adding Shoppable Video Content and the use of FAB helped increase product- and service awareness.

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Lastly, the Dubbing feature opened doors to non-Italian markets, significantly improving sales and customer satisfaction from France and Germany, thus helping expand Divani.Store’s business and revenue on a global scale.

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Divani.Store reports that by making their online experience feel more like an in-store consultation, they have improved not only conversion rates, but also deepened customer trust and brand loyalty. They have ambitions of expanding even further with video in the future.