If there’s one thing Mark Bozek prides himself on knowing, it’s online shopping and online consumers – their motivation and buying behaviors. As founder and CEO of LiveRocket LLC, and former CEO of HSN and EVINE Live, and senior vice president at QVC
As a brand creator, he launched and developed over $ 1 billion in proprietary brands at HSN and QVC, including Wolfgang Puck Cookware, Adrian Arpel’s Signature Club A Cosmetics, Andrew Lessman Vitamins, Jennifer Stallone’s Serious Skin Care, Beekman 1802 and was even linked to Joy Mangano, whose name became synonymous with the Miracle Mop, and whose life was portrayed by actress Jennifer Lawrence in a 2015 feature film directed by David O. Russell.
“This is exactly what Firework has been doing from a technology standpoint,” said Vincent Yang, Firework CEO and cofounder, referring to Generation Z’s shopping habits. Bozek said LiveRocket featured and supported Brooklyn-based nonprofit Mercado Global – a 5013 social enterprise organization that links indigenous artists in rural Guatemalan communities to international sales opportunities to encourage financial independence and prosperity. Mercado Global products on sale included a variety of hand-stitched, ethically and sustainably-produced totes, clutches, and handbag sets.
“We really want to power every single business and go mobile to bring the next generation of shopping experiences. That’s how we decided to team up with LiveRocket and be the infrastructure that powers all of their shopping events, ”Yang added. “I was definitely surprised that it was so successful. I was told it was the largest online livestream sale ever. I was very shocked at how powerful it was. ”
Why the enthusiastic reception from consumers? “First of all, here are some stats,” Yang said, “80% of customers watch the livestream shopping events from their mobile phones. Consumers are very engaged with this new format. Pretty much every single product sold out right away, and this is way better than the traditional kind of web site and ecommerce experience.
“The consumer is very engaged,” Yang added. “People are spending almost 5 to 7 minutes on the site to watch the show, where traditionally, they spend less than 40-seconds on a web site, Instagram or Facebook. Now, consumers are spending 10 times as much time – and that’s a very significant jump.
“Last week, LiveRocket, the global live shopping site focused on the release of exclusive products, and Firework, the leader in livestream commerce, came together and proved that live commerce capabilities go way beyond big-brand names and are stuck within the walled gardens , ”Said Bozek.
The Shop BeCause event supported Mercado Global – a 5013 social enterprise organization that links indigenous artists in rural Guatemalan communities to international sales opportunities to encourage financial independence and prosperity. In just under one hour, the livestream and virtual shopping event drew in over 37,000 viewers from around the world – equaling, if not surpassing, Amazon’s livestream viewership during its 2021 Prime Day sales event.
When asked to take a deeper dive into the reasons why the livestream resonated so strongly with consumers, Yang said, “When I look at why, the first thing is interactivity. Consumers can ask questions and they’re able to spend a longer period of time shopping the web site for the perfect product. “
Remarkably, LiveRocket’s livestream feed equaled or surpassed the numbers of Amazon’s
Bozek told me that interactive livestreams drive conversion because they build “authentic, emotional connections with customers on your owned-and-operated properties, such as ecommerce sites. Amplification drives reach and traffic, ”Bozek added. “We dynamically repurpose and distribute content across a network of 350-plus premium publishers and all social channels. Social commerce drives loyalty, and highly-engaging features are embedded directly into the experience for added value.
“This is an amazing experience,” Yang added. “On the left side [of the computer screen] you see so many people are chatting about the products and interacting. Meanwhile, on the buy side, every single product is visible. You can buy and purchase every product right away by simply clicking on the product. If you can’t click on something that means it’s already in someone’s shopping cart, so everything is happening in real time.
“This is how it looks on the desktop,” Yang explained. Firework also provides playbook and consulting expertise, go-to-market approaches for short-shoppable and livestream videos that are built for conversion at scale. “We bring you the strategy that enables the growth of your business,” Yang said.
“Who we are?” Yang asked rhetorically. “Firework is the brainchild of myself and Jerry Luk, that officially launched in 2017. We help brands of all sizes and retailers anchor short form video and live shopping experiences on their own sites to power conversions and take back control of their own customer journeys with first party data. The outstanding results of the Live Rocket partnership show us the power of live shopping and it will no doubt inspire other marketers to see what’s possible for their business. ”
Bozek, who takes his role as an industry disruptor seriously, said, “When you assemble a small, but formidable group of dedicated people who have a single goal in mind, and you pay them peanuts, they’re in it for the long haul and you can do almost anything. ”