The Adolfo Dominguez Group, which operates 348 stores globally, increased its commitment to digital innovation and new consumption models in response to the pandemic as part of its growth strategy for sales from digital channels, which accounted for 14% of total revenue in its most recent fiscal year.
By utilizing Social Live Shopping, a format that has been investigated with the digital consultant, the design label has become the first brand of Spanish fashion to incorporate live events into its online business strategy. It multiplies and enables the incorporation of online purchases with live broadcasts.
Adolfo Domínguez employed Live Shopping as a channel for traffic and conversion with the aim of expanding its online presence, retaining its digital audience, and bringing in new customers and boosting sales. In order to accomplish this, a «live commerce» strategy was created with Multiplica’s assistance.
This initiative consists of a monthly Live Shopping event held at Adolfo’s flagship store in Madrid, Domínguez, under the direction of a different presenter or stylist each time. They showcase the brand’s newest clothing, offer styling advice, and dress three live real models who were selected through an RRSS contest to participate in the event as «model for a day.» Users can purchase the products shown on the screen while viewing this content by clicking on them. The first four events have already taken place, and they have all been a huge success.
The project, which was new in Spain in the Fashion sector, entailed both an internal cultural shift by requiring the implementation and use of new content and sales channels, as well as the need to attract the audience to this new format. According to Marc Sorli, Multiplica’s eRetail and Life Shopping Director, «Adolfo Domínguez made sales in their stores for their VIP clients, in which a stylist-influencer presented the new collections.» We face the challenge of supplementing these sales through digital channels, reaching much larger new audiences, but in an environment where the user cannot try on the clothes. The results, however, demonstrated the enormous potential of live commerce strategies and tools.»
Livestream planning, execution and analysis
This type of project requires in-depth understanding of the client’s challenges and objectives from the start and implication of a multidisciplinary team. After the initial analysis, Multiplica proposed to evolve from private sales to a phygital event, which combines face-to-face and digital, in order to reach a wider audience.
Subsequently, the tech team of the eRetail and Live Shopping group assessed which live shopping tool/software was the most suitable to achieve an agile and effective integration with Adolfo Domínguez’s platform. An analysis in which Shoply was chosen for its technical and visual adaptation.
The consultancy’s Digital Strategy group, in collaboration with the marketing team Adolfo Domínguez, designed the pre-during and post-traffic campaigns for each of the live broadcasts, while the Creativity team proposed content dynamics for each of the monthly live broadcasts, combining elements such as user interaction, brand explanation, product samples, product test on a real model, and purchase incentives.
Finally, the Production department was in charge of creating the scripts that defined the dynamics of the stream and the route to follow for the more than 12 people involved in each show. This team is also in charge of managing and handling all recording equipment, lighting, sound, and other materials required for the action.
Adolfo Domínguez received a results report after each live show, which included traffic indicators, peaks and average connection time, engagement, click-through rates (CTR), conversion rates (CR), positive and negative chat comments, and survey results. Furthermore, following their analysis, they consider potential improvements for the next issue.
The results of the Galician brand’s first Social Life Shopping experience were a success.
From a quantitative perspective, the number of visits to one live show’s page increased by more than 19,000 visits, resulting in 188% new users and an average of 2,000 unique viewers who tuned in for an average duration of 10 minutes.
More than 70% of users consulted information on the clothing during the interactive meetings, and the incentive introduced at each event led to an increase in sales the days that followed.
From a qualitative perspective, Adolfo Domínguez has been able to explore the potential of this new digital channel for customer interaction and sales that, that allows reaching a new target audience, as well as strengthening its relationship with the current one.
As part of its business growth strategy for 2022, the company has decided to continue its ‘live commerce’ strategy and gain more digital power.
Marketing Manager at Adolfo Domínguez Manuel J. Galván asserts that, «With a well-defined strategy, Social Live Shopping becomes a new online shopping format that must be considered as another traffic channel. As the first fashion brand in Spain to carry out an action of this kind, the Multiplica Live Shopping team has been of great assistance to us in our joint work on this live strategy commerce. Teams have formed a symbiotic relationship that is effective and agile.
Social Live Shopping is a live content format with an integrated purchase button, it is rapidly expanding as a result of the interest it has triggered in consumers and the opportunity it gives brands to provide a fully interactive experience while innovating in their digital channels. Since it acquired BeAgency at the beginning of the year, the Multiplica digital consultancy has worked on 14 projects involving the strategy and execution of «live commerce,» making it a pioneer in Europe in this field.
Multiplica is a company founded in Barcelona in 2000 that assists its clients in the design and execution of their digitization strategies, as well as the creation of relevant experiences.
It has 13 offices in Europe and Latin America, as well as a team of over 500 professionals who serve nearly 1,000 customers from various industries, including Health and Pharma, Financial Services, Telco & Media, eCommerce, Tourism and Travel. For more information, visit https://multiplica.com/