Nykaa launches live shopping segment on app
Multi-brand beauty retailer Nykaa has stepped into live shopping with a dedicated segment on its mobile shopping app. The omni-channel retailer has launched a live calendar featuring an array of influencers.
“Shopping with us just got so fun,” Nykaa announced on Facebook. “We're always looking for new and interesting ways to deliver delight to you, our faves. We've designed a live shopping experience where you can tune in and shop all your fave brands on exclusive discounts only available during the live show. Wanna know more? You can add all the products seen on screen to your cart while watching the show. Oh, also, did we mention- you can chat with your fave influencers in real-time?”
To access Nykaa’s new live shopping feature, shoppers must download the Nykaa shopping app, click on the lives calendar, and turn on notifications for any lives they wish to take part in. During live shopping sessions, influencers and sometimes celebrities will showcase products they like, explain how to use them, and encourage viewers to purchase the products during the live session, sometimes for a discounted price.
Live shopping has swiftly grown in popularity in India, especially in the fashion and beauty markets. The shopping concept, which has long been popular in China, harnesses the power of influencer marketing and adds adrenaline for shoppers with the live element. Nykaa has also been collaborating with micro-influencers to share a greater number of makeup tutorials on its Facebook and Instagram pages.
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