August 2024 - 50

MARKETING
MASTERING
LIVE SELLING
How real-time social media videos
could help your business.
By Abby McGarry
I
n the past few years, live selling has emerged as a
successful way for many retailers to increase their
customer engagement and sales. This modern approach
to retail combines the convenience of e-commerce, the
immediacy of live video and the secret sauce for most
independent garden centers: personality.
Kimberly Weaver is events and partnerships manager
for CommentSold, a platform for shops to sell live across
social media channels and their own websites and mobile
apps. Weaver shared some tips and tricks for getting
started - or for taking live selling to the next level - and
why this strategy is so beneficial.
" You're able to both educate and entertain through
live selling, " she said. " There is an increase in customer
lifetime value because customers spend more money with
you when they're educated and entertained. "
More than half (52%) of shopping carts convert through
live sales compared to approximately 2% of traditional
e-commerce shopping carts, according to Weaver. Also,
2% or less items are returned, compared to an average of
21% with traditional e-commerce.
Consistency Is Key
If you're not already posting on social media regularly,
that's a preliminary step before getting into live selling.
50 | LAWN & GARDEN RETAILER | AUGUST 2024
" It's not about having a million followers, " Weaver said,
" it's about having a group of actively engaged followers. "
Then, you're ready for live selling.
The optimal frequency of live sales depends on the
retailer's audience and capacity. Whether it's once a week
or multiple times a day, the key is consistency. Weaver
compared this to television scheduling, where viewers
come to expect their favorite shows at the same time
each week.
Similarly, customers are more likely to tune into live
sales if they know when to expect them.
" Commit at first to just doing one live sale a week. Do
it at the same time every single week and promote it, "
Weaver said. " Give yourself time - four to six weeks
really of doing it at that same time consistently to really
gauge what your audience is going to be like. "
Be Yourself
There is no single right or wrong way to do live sales.
According to Weaver, your customers shop with you
because they like you, so it's all about building that
relationship with people just like you do in your brick-andmortar
store.
" They want to spend time with you. That's the whole
thing, " Weaver said. " Just be yourself, know that you're
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August 2024

Table of Contents for the Digital Edition of August 2024

Editor's Letter
Contents
AmericanHort
Headlines/Calendar
The Garden Center Show Attendee Guide
GCS: Schedule at a Glance
GCS: Educational Sessions Schedule
GCS: Meet Our Speakers
GCS: Show Floor Map
GCS: 2024 Exhibitor Listings
Innovator of the Year: Innovating the Future
Technology: Embracing Change
Showcase: Garden Accents & Décor
Management: Turning a Lifelong Education Into a Business
Showcase: Miniature/Indoor Gardening
Event Central: Goat Yoga
Showcase: Garden Pharmacy
Marketing: Mastering Live Selling
Holiday: A Winter Wonderland
Pohmer On ... : Who Packed Your Parachute?
Marketplace
Ad Index
5 Minutes with ...: Melinda Koetsiers
August 2024 - 1
August 2024 - 2
August 2024 - 3
August 2024 - Editor's Letter
August 2024 - 5
August 2024 - Contents
August 2024 - 7
August 2024 - AmericanHort
August 2024 - 9
August 2024 - Headlines/Calendar
August 2024 - 11
August 2024 - 12
August 2024 - The Garden Center Show Attendee Guide
August 2024 - GCS: Schedule at a Glance
August 2024 - 15
August 2024 - GCS: Educational Sessions Schedule
August 2024 - 17
August 2024 - 18
August 2024 - 19
August 2024 - GCS: Meet Our Speakers
August 2024 - 21
August 2024 - GCS: Show Floor Map
August 2024 - 23
August 2024 - GCS: 2024 Exhibitor Listings
August 2024 - 25
August 2024 - 26
August 2024 - 27
August 2024 - Innovator of the Year: Innovating the Future
August 2024 - 29
August 2024 - 30
August 2024 - 31
August 2024 - 32
August 2024 - 33
August 2024 - 34
August 2024 - A1
August 2024 - A2
August 2024 - A3
August 2024 - A4
August 2024 - 35
August 2024 - 36
August 2024 - 37
August 2024 - Technology: Embracing Change
August 2024 - 39
August 2024 - 40
August 2024 - 41
August 2024 - Showcase: Garden Accents & Décor
August 2024 - 43
August 2024 - Management: Turning a Lifelong Education Into a Business
August 2024 - 45
August 2024 - Showcase: Miniature/Indoor Gardening
August 2024 - Event Central: Goat Yoga
August 2024 - Showcase: Garden Pharmacy
August 2024 - 49
August 2024 - Marketing: Mastering Live Selling
August 2024 - 51
August 2024 - Holiday: A Winter Wonderland
August 2024 - 53
August 2024 - 54
August 2024 - 55
August 2024 - Pohmer On ... : Who Packed Your Parachute?
August 2024 - 57
August 2024 - 58
August 2024 - 59
August 2024 - Marketplace
August 2024 - 61
August 2024 - 62
August 2024 - 63
August 2024 - 64
August 2024 - Ad Index
August 2024 - 5 Minutes with ...: Melinda Koetsiers
August 2024 - 67
August 2024 - 68
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https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2021
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