{"id":7297,"date":"2022-06-16T14:50:06","date_gmt":"2022-06-16T14:50:06","guid":{"rendered":"https:\/\/golive.shop\/?p=7297"},"modified":"2024-08-26T09:37:48","modified_gmt":"2024-08-26T09:37:48","slug":"netcomm-2022","status":"publish","type":"post","link":"https:\/\/golive.shop\/it\/authors\/by-golive\/netcomm-2022\/","title":{"rendered":"Netcomm 2022: GUESS\u2019s live shopping best practices"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; _builder_version=&#8221;4.21.0&#8243; custom_padding=&#8221;0px||100px||false|false&#8221; custom_padding_tablet=&#8221;0px||100px||false|false&#8221; custom_padding_phone=&#8221;||48px||false|false&#8221; da_disable_devices=&#8221;off|off|off&#8221; global_colors_info=&#8221;{}&#8221; da_is_popup=&#8221;off&#8221; da_exit_intent=&#8221;off&#8221; da_has_close=&#8221;on&#8221; da_alt_close=&#8221;off&#8221; da_dark_close=&#8221;off&#8221; da_not_modal=&#8221;on&#8221; da_is_singular=&#8221;off&#8221; da_with_loader=&#8221;off&#8221; da_has_shadow=&#8221;on&#8221;][et_pb_row column_structure=&#8221;1_2,1_2&#8243; disabled_on=&#8221;on|off|off&#8221; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|300|||||||&#8221; text_font_size=&#8221;18px&#8221; text_line_height=&#8221;1.4em&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>In its 17th edition, the Netcomm Forum has been confirmed as one of the most important Italian events for digital and retail marketing. This year\u2019s edition shed some light on eCommerce and Digital Retail \u2013 focusing on networking, innovation and omnichannel. Over 21 thousand attendees registered during the two-day event (May 3rd-4th) hosted by MiCo in Milan<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/golive.shop\/wp-content\/uploads\/2023\/08\/Netcomm2022.jpg&#8221; alt=&#8221;GOLIVE at Netcomm 2022&#8243; title_text=&#8221;Netcomm 2022&#8243; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; box_shadow_style=&#8221;preset3&#8243; box_shadow_color=&#8221;#4B4F54&#8243; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=&#8221;on|desktop&#8221; _builder_version=&#8221;4.21.0&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; custom_padding=&#8221;48px||0px||false|false&#8221; custom_padding_tablet=&#8221;48px||0px||false|false&#8221; custom_padding_phone=&#8221;48px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.21.0&#8243; text_font=&#8221;|300|||||||&#8221; text_font_size=&#8221;18px&#8221; text_line_height=&#8221;1.4em&#8221; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>Despite this, one could also remotely attend the event (an apt move considering over 5,000 additional virtual attendees). No hesitation for the Radicalbit team to join such an amazing experience; indeed, we joined Netcomm Forum as Sponsor and Speaker, with our partner<span>\u00a0<\/span><strong><a href=\"https:\/\/www.globalblue.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Global Blue<\/a><span>\u00a0<\/span><\/strong>and<span>\u00a0<\/span><strong><a href=\"https:\/\/www.guess.eu\/en-gb\/homepage\" target=\"_blank\" rel=\"noreferrer noopener\">GUESS<\/a>, the worldwide fashion brand<\/strong>. As the event focused on retail and eCommerce marketing, we took the stage with<span>\u00a0<\/span><strong><a href=\"https:\/\/golive.shop\/?__hstc=231933312.db6bf1d2c67731f4912e7df1fd4175e0.1626095295426.1692708689156.1692718380733.449&amp;__hssc=231933312.4.1692718380733&amp;__hsfp=2880060065\" target=\"_blank\" rel=\"noreferrer noopener\">GOLIVE, our Live Shopping platform<\/a><\/strong>.<\/p>\n<h3 class=\"wp-block-heading\">The event in a nutshell<\/h3>\n<p>Here are some take-home messages from Netcomm Forum 2022; first of all, in the<span>\u00a0<\/span><strong>online shopping market<\/strong>, these are the products that lead the ranking:<\/p>\n<ul>\n<li>Clothing (covering alone almost 46% of the market),<\/li>\n<li>Health and wellness (40.4%),<\/li>\n<li>Cosmetics and perfumes (36.6%),<\/li>\n<li>Electronics (32%)<\/li>\n<li>Accessories (31%).\u00a0<\/li>\n<\/ul>\n<p>Meanwhile, food &amp; household products (37.2%) and the digital products market (travel, digital content, online services and insurance) are growing.\u00a0 The main changes in the Digital Retail industry concern payment methods, logistics and artificial intelligence to automate some retailing process stages.\u00a0 Notable mention of<span>\u00a0<\/span><strong>Gen Z as the new target for the online retailers<\/strong>. Gen\u00a0 Z has been considered the most purpose-driven generation ever, whose behaviour and values are pushing companies and experts towards innovation.<\/p>\n<h3 class=\"wp-block-heading\">About our partner Global Blue<\/h3>\n<p>GOLIVE\u2019s partner,<span>\u00a0<\/span><strong>Global Blue, is a tax-free and payments operator<\/strong><span>\u00a0<\/span>with long-standing experience in corporate and physical retail industries.<span>\u00a0<\/span><strong>Denise Bolandrina, Global Blue Marketing Manager<\/strong><span>\u00a0<\/span>states: \u201c<em>Covid19 has clearly confronted us with major changes, and what we have seen has unquestionably had to do with countless brands \u2013 especially in the fashion industry \u2013 that have suddenly realised a need to change their approach to physical retail. We have indeed faced this challenge ourselves by providing our expertise also through the advisory services of innovative partners such as Radicalbit, with GOLIVE<\/em>.\u201d\u00a0<\/p>\n<h3 class=\"wp-block-heading\">The state of the art of Live Shopping in 2022<\/h3>\n<p>According to a McKinsey research, by 2026 based on the scenario coming from Asia, Live Shopping will be established mainly in the US. Moreover, by 2026, between 10% and 20% of online transactions will start from a live stream. Therefore, the immense e-commerce market is growing by leaps and bounds; it follows that a large part of the turnover of these companies will definitely come from live videos. Ecommerce on social media is nourished through marketing activities and boosts two essential aspects:<span>\u00a0<\/span><strong>brand awareness and online sales.<\/strong><\/p>\n<h3 class=\"wp-block-heading\">The success of GUESS\u2019s Live Shopping strategy<\/h3>\n<p>The demand for live shopping by<span>\u00a0<\/span><strong>GUESS<\/strong><span>\u00a0<\/span><strong>Europe<\/strong><span>\u00a0<\/span>arose during the pandemic; a historical moment when stores were closed;<span>\u00a0<\/span><strong>the need to communicate with customers and, at the same time, involving the staff became more and more imperative<\/strong>. At Netcomm Forum 2022,<span>\u00a0<\/span><strong><a href=\"https:\/\/www.youtube.com\/watch?v=WVWTUXgUv5g\" target=\"_blank\" rel=\"noreferrer noopener\">we gave a workshop<\/a><span>\u00a0<\/span><\/strong>with Global Blue and GUESS Europe, in order to showcase the best practice and successful case with GOLIVE as a live shopping platform.<\/p>\n<p>\u201c<em>Looking at the market, we noticed that similar solutions in Asia had a remarkable success, and this was the ideal chance for us to test a new way of speaking with our customers. Our main goal was not pushing sales, but offering an experience to make our customers feel like they would be in our physical stores<\/em>\u201d states<span>\u00a0<\/span><strong>Alessandro Puci, Guess Europe Retail Operations Manager.<\/strong><\/p>\n<p>\u201c<em>We aimed at simplifying the process as much as possible to make it expandable and applicable in different countries too. For instance, in early 2022 we exported this project to 2 other countries:<span>\u00a0<\/span><a href=\"https:\/\/www.guess.eu\/en-gb\/live-shopping-de.html?gclid=CjwKCAjwqauVBhBGEiwAXOepkfZgaTLlZ3VJDCOc_okYEkLYJtYkMKVfO7paAj50m2yvNUFF3iuHrRoCGFoQAvD_BwE&amp;gclsrc=aw.ds\" target=\"_blank\" rel=\"noreferrer noopener\">Germany<\/a><span>\u00a0<\/span>and<span>\u00a0<\/span><a href=\"https:\/\/www.guess.eu\/it-it\/live-shopping-gb.html\" target=\"_blank\" rel=\"noreferrer noopener\">UK<\/a><\/em>\u201d \u2013 continues Puci. The success of this kind of event also depends on meticulously planning the details and creating a sort of \u201c<strong>pre-packed format<\/strong>\u201c.<span>\u00a0<\/span><strong>Product selection<\/strong><span>\u00a0<\/span>is also a fundamental aspect as it needs to be aligned with the company\u2019s demands of<span>\u00a0<\/span><strong>product messaging<\/strong>.<\/p>\n<div class=\"wp-block-image is-style-default\"><\/div>\n<p>[\/et_pb_text][et_pb_image src=&#8221;https:\/\/golive.shop\/wp-content\/uploads\/2023\/08\/GUESS-Netcomm-22.jpg&#8221; alt=&#8221;GUESS live shopping show with GOLIVE&#8221; title_text=&#8221;GUESS Netcomm 22&#8243; align=&#8221;center&#8221; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; height=&#8221;382px&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.21.0&#8243; text_font=&#8221;|300|||||||&#8221; text_font_size=&#8221;18px&#8221; text_line_height=&#8221;1.4em&#8221; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 class=\"wp-block-heading\">GUESS\u2019s secret of success<\/h3>\n<p>However, there\u2019s no magical potion for success. GUESS tested a lot since their pilot period (but also afterwards) in order to find a balanced strategy between<span>\u00a0<\/span><strong>social media advertising<span>\u00a0<\/span><\/strong>(on Facebook and Instagram in particular),<span>\u00a0<\/span><strong>influencer marketing<\/strong><span>\u00a0<\/span>(as plenty of influencers have been involved for each country),<span>\u00a0<\/span><strong>local brand awareness<span>\u00a0<\/span><\/strong>and meticulous teamwork with the company\u2019s eCommerce team.<\/p>\n<p>Indeed, the more accurate the marketing activities are, the most satisfactory will be the results. For GUESS, the combination of newsletters &amp; email, content &amp; digital marketing activities and influencer marketing actions and coordination turned out to be the secret to triumph.<\/p>\n<h3 class=\"wp-block-heading\">Here it comes GOLIVE<\/h3>\n<p>When talking about<span>\u00a0<\/span><strong>Live Shopping platforms<\/strong>, innovation is THE pivotal aspect. In a world where technology and software are constantly evolving thanks to Artificial Intelligence, GOLIVE definitely stands out.\u00a0<\/p>\n<p><a href=\"https:\/\/staging5.radicalbit.io\/prodotto\/golive\/\" target=\"_blank\" rel=\"noreferrer noopener\">Radicalbit\u2019s Live Commerce platform<\/a><span>\u00a0<\/span>combines<span>\u00a0<\/span><strong>Livestream shopping with artificial intelligence and real-time analytics<\/strong>. So, where most other tools only showcase your products, GOLIVE goes one step further and includes the tech you need to turn customer data into intelligence. With this feature,<span>\u00a0<\/span><strong>you can keep track of the following<\/strong><span>\u00a0<\/span><strong>parameters<\/strong><span>\u00a0<\/span>of a live show:<\/p>\n<ul>\n<li>number of viewers;<\/li>\n<li>likes;<\/li>\n<li>messages (pin, delete, set a list of banned words);<\/li>\n<li>trendline with viewers\u2019 interaction;<\/li>\n<li>geographical heat map;<\/li>\n<li>most clicked products;<\/li>\n<li>traffic sources with UTM tracking;<\/li>\n<li>Live Shows Score;<\/li>\n<li>most viewed and effective Live Shows;\u00a0<\/li>\n<li>Live Shows Rank;<\/li>\n<li>understand the audience\u2019s feelings through NLP (Natural Language Processing).<\/li>\n<\/ul>\n<p>Secondly, GOLIVE is a white-label platform forever. This means one can customise the layout and graphics according to the brand\u2019s identity without mentioning GOLIVE at all \u2013 nobody\u2019s gonna know!<\/p>\n<p>Finally, concerning<span>\u00a0<\/span><strong>viewers\u2019 engagement<\/strong>, GOLIVE offers different features to support a brand\u2019s strategy. For instance, you can create a<span>\u00a0<\/span><strong>live poll<\/strong><span>\u00a0<\/span>to show during the live event \u2013 keeping the viewers\u2019 attention high. Subsequently, you can share the results live while broadcasting your show. Moreover, you can perform like a pro with GOLIVE\u2019s ultimate feature:<span>\u00a0<\/span><strong>multi-camera streaming<\/strong>.\u00a0<\/p>\n<p>To have a proper overview of GOLIVE, you can take a look at the<span>\u00a0<\/span><a href=\"https:\/\/golive.shop\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>official website<\/strong><span>\u00a0<\/span><\/a>and start your 30-day free trial!<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(144,152,180,0.11)&#8221; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_stops=&#8221;#f7f7f7 0%|#ffffff 100%&#8221; custom_padding=&#8221;80px||0px||false|false&#8221; custom_padding_tablet=&#8221;100px||100px|||&#8221; custom_padding_phone=&#8221;40px||0px||false|false&#8221; da_disable_devices=&#8221;off|off|off&#8221; global_colors_info=&#8221;{}&#8221; da_is_popup=&#8221;off&#8221; da_exit_intent=&#8221;off&#8221; da_has_close=&#8221;on&#8221; da_alt_close=&#8221;off&#8221; da_dark_close=&#8221;off&#8221; da_not_modal=&#8221;on&#8221; da_is_singular=&#8221;off&#8221; da_with_loader=&#8221;off&#8221; da_has_shadow=&#8221;on&#8221;][et_pb_row custom_padding_last_edited=&#8221;on|phone&#8221; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; custom_padding_tablet=&#8221;0px||0px||false|false&#8221; custom_padding_phone=&#8221;0px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_blog posts_number=&#8221;6&#8243; include_categories=&#8221;current&#8221; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;9bf40641-c788-41ea-9a2c-ea66f8459ba2&#8243; custom_padding=&#8221;||0px||false|false&#8221; custom_padding_tablet=&#8221;&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_blog][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;off|phone&#8221; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; background_image=&#8221;https:\/\/golive.shop\/wp-content\/uploads\/2023\/08\/blog__closure__bk__desktop-1-scaled.webp&#8221; background_position=&#8221;bottom_center&#8221; background_vertical_offset=&#8221;20%&#8221; position_origin_r=&#8221;bottom_left&#8221; vertical_offset=&#8221;-88px&#8221; min_height=&#8221;540px&#8221; min_height_tablet=&#8221;540px&#8221; min_height_phone=&#8221;362px&#8221; min_height_last_edited=&#8221;on|desktop&#8221; custom_margin=&#8221;-350px||||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; custom_padding_tablet=&#8221;180px|||||&#8221; custom_padding_phone=&#8221;0px||||false|false&#8221; background_color_phone=&#8221;#FFFFFF&#8221; background_last_edited=&#8221;off|phone&#8221; background_enable_color_phone=&#8221;on&#8221; background_image_phone=&#8221;https:\/\/golive.shop\/wp-content\/uploads\/2023\/08\/blog__closure__bk__desktop-1-scaled.webp&#8221; background_enable_image_phone=&#8221;on&#8221; background_size_phone=&#8221;contain&#8221; background_image_width_phone=&#8221;87%&#8221; background_image_height_phone=&#8221;100%&#8221; background_position_phone=&#8221;top_left&#8221; background_horizontal_offset_phone=&#8221;78%&#8221; background_vertical_offset_phone=&#8221;100%&#8221; da_disable_devices=&#8221;off|off|off&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; da_is_popup=&#8221;off&#8221; da_exit_intent=&#8221;off&#8221; da_has_close=&#8221;on&#8221; da_alt_close=&#8221;off&#8221; da_dark_close=&#8221;off&#8221; da_not_modal=&#8221;on&#8221; da_is_singular=&#8221;off&#8221; da_with_loader=&#8221;off&#8221; da_has_shadow=&#8221;on&#8221;][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Artificial Intelligence and Machine Learning are already changing the world of marketing as we know it.<\/p>\n","protected":false},"author":10,"featured_media":7418,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<p>Lorem ipsum dolor sit amet consectetur. 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Id non eu sed neque in ultrices ultrices commodo.<\/p>","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[80,87],"tags":[89,84,88],"class_list":["post-7297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-by-golive","category-events","tag-guess","tag-live-shopping","tag-netcomm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Netcomm 2022: GUESS\u2019s live shopping best practices &#8226; GOLIVE<\/title>\n<meta name=\"description\" content=\"We joined Netcomm Forum 2022 and showcased GUESS Europe&#039;s best practices for its live shopping marketing strategy .\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/golive.shop\/it\/authors\/by-golive\/netcomm-2022\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Netcomm 2022: GUESS\u2019s live shopping best practices &#8226; 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