Season 2 is a leading luxury resale company, connecting sellers with customers, and customers with their dream designer pieces at multiple locations across the US.
Built on a foundation of transparency, trust, excellent customer service and an elevated aesthetic, they fill an important gap in the luxury resale market.
To scale their business and free themselves from the limitations of physical stores, Season 2 built a digital platform reflecting their business values, taking a concierge-style approach to customer care.
Video Commerce ended up playing a crucial role in this process. Here is the success story.
Challenge
When asked why Season 2 decided to start working with Video Commerce, the answer came immediately: An urgent need to reach a broad audience at home during the 2020 Covid pandemic in a way that aligned with the company’s values.
Previously, they had experimented with social media livestreams, but Monica Tapia-Mularski, Co-Founder & COO at Season 2, reflected: “We started with social media, but wanted something more sustainable. We always say that social media is rented space, so being able to invest in having our Live Shopping be right on our ecommerce website was of the utmost importance to us.”
Relying solely on social media to build and grow their business didn’t feel sustainable for Season 2, and a wish to own and control their content and data was central to the decision to move from purely social to integrated Video Commerce.
In addition to a more secure business model, Live Shopping also alleviated the pain point of customers not being able to visit Season 2’s showrooms to touch and try on products during the pandemic. Video Commerce helped humanize the digital shopping experience, in line with the company’s commitment to go above and beyond for their customers.
However, even with the pandemic long gone, Season 2 continues to stream at an ambitious broadcasting schedule, now - five years down the road - being admired in the industry for their shows.
Solution
With roots in social media livestreaming, it was crucial for Season 2 to continue cultivating their existing fanbase. Their strategy straight out of the gate was clear: Bring the content “home” to own the customer journey and checkout flow, but capitalize on their already existing massive social media following.
Thus, they turned to Bambuser’s Social Multistreaming feature, allowing them to stream directly to Instagram, Facebook and Youtube while simultaneously going live on their own ecommerce.
When asked why this feature was a gamechanger, Monica Tapia-Mularski told us “Some people are creatures of habit and enjoy staying on their preferred platform. We understand this, and trust they will come over to the site when they’re ready to purchase.”
Season 2 quickly scaled the Live Shopping to involve all their different locations across the country, allowing them to accommodate different time zones as well as local communities, further strengthening their position in the market.
Results
When asked about how they measure success, Monica tells us that success is subjective from location to location, as business objectives may vary.
Anything from a high view count to total units sold during a show are used to indicate the level of success.
Season 2 hosts most of their shows during the daytime, but markets them heavily on-demand. This results in 68% of views being replays, which doesn’t affect the conversion rate negatively, as the brand’s focus on delivering customer value and in depth product information and guidance, translates into the non-interactive period simply by anticipating the customers’ questions.
An area in which Season 2 has seen great improvement since betting heavily on Video Commerce, is Customer Acquisition Cost (CAC). Monica Tapia-Mularski shares that ever since starting using Bambuser, CAC has been positively impacted, most noticeably when the company started integrating the multistream feature into their daily operations.
In short, outreach efficiency has been enhanced with heightened engagement and broader reach as a result, because prospective customers, who might initially have been reached on their preferred platforms - such as Instagram, can more easily be funneled and warmly welcomed to Season 2’s native website for an even better shopping experience.
When asked about a case of which they are especially proud, Monica highlighted their Black Friday and Cyber Monday shows. “Our BFCM shows are always highly successful! We schedule out each location intentionally, and this past shopping period we had well over 24 hours of live shows across our entire ecosystem.”
Impressive indeed. Video Commerce plays a massive role in moving products for Season 2, with promotional periods being extra important to the company.
Making predictions about the future is always a precarious task, but Monica reflects that those who will succeed in the luxury resale market the coming years are those who operate with integrity, puts technological advancement first and prioritises transparency, as more and more players are entering the space trying to make it big.
Season 2 will continue pioneering the world of Video Commerce - and other shoppable technology - to keep their customer promise and stay ahead in a competitive space.
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