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.

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Advice to other brands

When asked how other brands can successfully implement Digital Clienteling, Bangerhead emphasized basing the service on the customer’s needs. These may vary from business to business, depending on the exact target group.

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Prioritize empathy, train your team beyond just product knowledge, and focus on making digital interactions feel truly personal, is the brand’s additional advice.

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When done right, video consultations don’t just drive sales - they build meaningful, lasting relationships.