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In the spring of 2021, during the pandemic, Stockmann launched an innovative initiative to inspire customers at home. This initiative, Stockmann Live, was born out of necessity but has since evolved into a dynamic and engaging format, reshaping how customers interact with the brand in the long term.
Building Loyalty Through Connection
With their customer promise being “A feeling that lasts”, it is no surprise that Stockmann ventured into live shopping and video commerce as early adopters.
They understood that human connection can be facilitated through a screen - it’s all about harnessing the right talent.
One of their key strategies has been collaborating with influencers. Anna Airisto, Global Marketing Manager at Stockmann tells us that customers relish the time spent with their favorite influencers during live shows.
Employing a few trusted influencers as hosts and circling talent from the buying departments too, they have created a set-up allowing for deeper connection and perfect castings for every topic, thus giving the shows not only an inspirational but also educational edge.
In addition to recognizable host talent, Stockmann swiftly established a regular broadcasting schedule, ensuring that customers knew when to return for more content. This consistency has been key in maintaining engagement and fostering a loyal viewership.
Do you want to know more about Stockmann’s approach to utilizing influencer talent? Watch a short interview with their top performing influencer here:
Driving Mindful Purchases - Online and In-store
The primary objectives of Stockmann's video commerce initiative are to inspire customers and encourage mindful purchases across various categories. Anna Airisto describes the sales results as “above expectations” from the shows directly, but also reveals the surprising fact that Stockmann Live drives significant traffic to the physical stores, creating a direct link between online engagement and in-store purchases.
When asked how they track foot traffic from their shows, Anna underscores that it’s still a manual process, and that they are currently developing a model for even better tracking.
Despite the manual tracking process, store sales associates and the purchasing department have noticed a clear trend: customers often come in asking for items featured in the live shows.
A High Score on Customer Impact
Rather than using the classic NPS, Stockmann has famously invented the Emotional Value Index (EVI), a measurement system designed to gauge the emotional impact of any touch point upon the customer.
EVI measures things such as trust, enthusiasm, disappointment and even anger, running on a scale from -100 to +100, with the latter being the perfect score.
Anna Airisto tells us that live video commerce has excelled in specific EVI metrics. After each show, Stockmann shares a survey measuring the emotional impact on the viewer, and the results have been impressive, with sales reflecting the success of the format and an EVI rating consistently sitting around +85 - a high score amongst customer touch points.
Inside the Engine Room
The key to continuous success for Stockmann Live, according to Anna Airisto, is a mix of the right content, the right talent and a great marketing strategy.
The content plan for the shows aligns with Stockmann's commercial focuses and calendar. For example, a jeans campaign leads to a dedicated jeans show, and the launch of spring collections is celebrated with a spring-themed show.
Marketing efforts are robust, both before and after each show. Pre-show marketing activity includes newsletters, social media posts, ads on digital screens in stores, and influencer amplification. Post-show marketing leverages recorded content on paid social platforms to extend the reach and impact of each live event.
To keep up with the ambitious broadcast schedule, each show’s production is designed to be hyper agile. The production is managed by a small team, allowing for flexibility and creativity. With assistance from the rest of the organization, such as sales personnel gathering items from the shop floor and input from the buying department, it is ensured that each show is well-prepared and executed.
Results and Grand Ambitions for the Future
Looking ahead, Stockmann plans to expand its video commerce efforts. While live shows remain a focal point, the company is exploring additional formats such as snack-sized videos and pre-recorded content.
When asked about the most prominent results the past year, Anna Airisto highlights that Stockmann Live’s viewership has increased 32% y/y with an average viewing time of +12 minutes. What is even more impressive is the project’s contribution to Stockmann’s ecommerce revenue, where the live shows now contribute 2.5% of the total revenue.
She also reveals that Stockmann plans to collaborate with partners, bringing their content onto the Stockmann platform to further enrich the customer experience.
32%
Increase on viewership
+12 minutes
Average viewing time
2.5%
Total revenue from live shows
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