Customer case
Plantorama’s live shows strengthen their brand and attract customers to the physical stores
With 13 Plantorama centers across Denmark, Plantorama is the largest garden and plant center in Denmark. They offer a wide range of goods, including plants and garden equipment, ceramics, gift items, and animal feed.
Plantorama experienced a change in the market. A movement focused on being closer to the customers – even outside of the physical stores. This movement quickly evolved during the Covid19 pandemic, where Plantorama’s physical shopping centres were forced to close. This was especially problematic for Plantorama since a part of their online sales depended on pick-up in the physical stores. Plantorama wanted to keep up with the market – and here, live shopping became quite interesting to them.
Generally, Plantorama is determined to make their customers richer in experiences and they wanted that to be clear in any encounter with Plantorama on all platforms. Therefore, Plantorama wished to incorporate guidance and how-to’s, knowledge sharing, and inspiration in their live shows. They formed their own concept on the foundation of live shopping, where they could benefit from all their own competencies.
To be able to host a successful live shopping event, Plantorama teamed up with ELISA. Of course, Plantorama has an online store with different payment methods, but they needed a software to handle and react to all comments during a live shopping event.
In their live shopping events, Plantorama offers the viewers products at reduced prices, competitions, vouchers, and even more. The viewers can request the different offers via comments, and ELISA reads all comments, answers, and sends the customers a message with information and links to the desired products or content.
Plantorama has created a large setup and each live shopping event revolves around Plantorama’s unique universe, which is very personal due to their use of storytelling. Every single live sales event is thoroughly planned, and the viewers are educated and entertained at the same time.
Since Plantorama started hosting live shows, they have gained more and more attention. One of Plantorama’s recent live shopping events had 26,000 viewers and 7,900 comments. And since Facebook’s algorithm favours content with high engagement, Plantorama’s live events can reach extremely far. Also, 300-400 people sign up to Plantorama’s newsletter after each live show, since a sign up works as a lot in the draw in their competitions.
In order to improve on their live shopping, Plantorama conducted some user surveys, which were sent to all, who interacted with their live shows. Here, Plantorama found that the main reason why people watched their live shopping events were to be inspired and other than that for guidance and shopping. Additionally, Plantorama found that:
Generally, Plantorama experiences an amazing engagement from their viewers. In the hours before and after the live show, they receive much more traffic to the website than normally, and those visitors tend to stay on the website for longer compared to an average visitor. Also, those visitors are much more likely to make a purchase compared to the average visitor, making the conversion rate much higher when it comes to visitors, who participated in a live event.
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