{"id":99734,"date":"2024-06-03T15:44:13","date_gmt":"2024-06-03T13:44:13","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=99734"},"modified":"2024-06-03T16:02:22","modified_gmt":"2024-06-03T14:02:22","slug":"zara-brengt-live-shopping-naar-europa-en-de-vs","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/zara-brengt-live-shopping-naar-europa-en-de-vs\/","title":{"rendered":"Zara brengt live shopping naar Europa en de VS"},"content":{"rendered":"\n

Zara<\/strong> start dit jaar met ‘live shopping’ in Europa en de Verenigde Staten om zijn online omzet op te krikken. Het concept is al bijzonder populair in China, maar Europese consumenten zijn er minder mee vertrouwd.<\/p>\n\n\n\n

\u201cWaarom niet\u2026\u201d<\/h2>\n\n\n\n

Sinds november zendt Zara in China elke week vijf uur durende liveshoppingshows uit via Douyin, een zustersite van TikTok. Die hebben de e-commerceverkoop van de retailer een flinke boost bezorgd. Nu wil de modeketen het concept ook elders in de wereld uitrollen: “We willen dit naar de Westerse landen brengen, waar livestream niet zo populair is. Maar we denken ‘waarom niet'”, zegt een woordvoerder aan Reuters. De keten noemt live shopping “vanuit een entertainmentperspectief een soort evolutie<\/a>.\u201d<\/p>\n\n\n\n

In China toont Zara modellen die jurken dragen of schoenen en sieraden passen, naast catwalkbeelden en sfeerbeelden achter de schermen. De stijl is meer ontspannen dan de meeste andere livestreams, die eerder inzetten op \u201chard selling\u201d. De shows trekken gemiddeld 800.000 unieke kijkers en helpen Zara de merkbekendheid te vergroten.<\/p>\n\n\n\n

In Europa wil Zara de shows niet uitzenden via externe socialemediakanalen, maar wel in de eigen app en op de website. Naar verwachting start het experiment ergens tussen augustus en oktober.<\/p>\n","protected":false},"excerpt":{"rendered":"

Zara start dit jaar met \u2018live shopping\u2019 in Europa en de Verenigde Staten om zijn online omzet op te krikken. 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