Tapping into the increasingly lucrative phenomenon of ‘live commerce’ (see Reflexive Retail: Live, Emotional and On-Demand, part of our Liquid Retail Industry Trend), independent artisanal Dutch cheese shop Kaan’s Kaashandel has launched a live-stream store in Alkmaar, the Netherlands.
The technology, which is being trialled for five days via the brand’s website, effectively brings online consumers into the bustling store and allows them to converse with assistants and buy cheese, as if they were there in person.
Clicking on a designated icon enables customers to type a question into the live chat box, with staff then able to respond by talking to an in-store camera, providing advice on things such as taste or recipes. On-screen information about any of the cheeses on the counter is available by hovering a cursor over them during the live stream.
To purchase a cheese on display, customers simply click on it on screen to add it to their basket, before going through e-checkout as usual. They can then watch store staff prepare their order for them (see also Intimate, Democratic & Inclusive: New Brand Spaces).
Dutch bank ABN AMRO is sponsoring the trial, which is designed to see what increased online visibility and service does for the store’s sales and engagement rates.
The project channels a growing demand for live and real-time e-experiences. Consumers increasingly want their questions answered on the spot: 63% of global consumers say they are more likely to return to a site that offers live chat (Skilled, 2016), but which still has the atmosphere and service associated with in-store shopping.