We, Irep Inc., are proposing live commerce to our clients as a new marketing method. One of the benefits of live commerce is that it allows two-way communication. It is effective as a new communication channel in a time like this where customer touchpoints have reduced due to COVID-19. It is also helpful for building the brand’s fan base by directly communicating the love and passion for the product live. This post will introduce the SIRRAS model, a live commerce structural framework proposed by Irep, for companies.
Let us start with a question. To what extent do you think a script or rich presentation is necessary for live commerce? It does not require a word-for-word script, fancy decorations, or expensive displays that you may do on a TV program. We hope that this post will turn your impression to live commerce as “hard” or “difficult” to “easy” and “fun.”
1. No script needed
Are you hesitating to start live commerce because you can’t prepare a script? Good news! You don’t need it!
One of the important things about live commerce is that it is literally “live.” And because it is, you need to respond to viewers’ comments in real-time and flexibly change the introducing points in response to their requests. Two-way communication is crucial, building the streaming with audiences. In other words, it is “impossible” to follow a script in the first place, even if you prepared one.
I have been watching a lot of live commerce in my work and sometimes see people being too nervous because they are too conscious of making mistakes. Such tends to lose its entertainment due to the lack of real-time-ness, having very few comments and no excitement. The commercers* too, will be forced to concentrate on following the script, showing no emotional attachment to the points they want to push and making the stream dull.
*Commercers: People who are specialized in live commerce. See the following post to learn more about commercers.
You do not read scripts in everyday sales, but you recommend products flexibly by responding to customers’ requests, right? You can think of it as a regular service just being online. Now you see that you don’t need scripts.
But for smoother live commerce, I would like to explain the SIRRAS model, a structural framework proposed by Irep, from here.
2. Continuation Over Presentation
But before we go into SIRRAS, let us think a bit about the presentation. It is visually appealing to deliver live streaming with a TV-show class set. However, it is crucial for live commerce to continue. Setting up a set would be good if you have a dedicated studio. But it would be a turnoff if the frequency of live commerce reduces due to the difficulty of preparing the set. That is why it is more important to build a structure that makes live commerce easier to repeat than rich presentation.
Why is it important to continue? I mentioned earlier that live commerce can help build a brand’s fan base. This is something that is greatly enhanced through repeated live commerce.
Think about it. Which would you rather have, a product recommended by a salesperson at a store you visited for the first time, or the same at a store you have repeatedly and constantly consulted with? Isn’t the latter more persuasive? Live commerce can gain brand fans and build a community, but only if it is done repeatedly, like running a store.
Also, with continuation, you can obtain data such as the characteristics of selling products and the contents of live commerce that viewers appreciate. Always keep in mind that continuation comes before a rich set. In that sense, you can start with a single smartphone in the corner of a store.
3. SIRRAS model – A Structural Framework for Live Commerce
I have covered how live commerce is easy to start.
The greatest thing about live commerce is, as I mentioned above, its interactive communication with viewers and further understanding them. If this interactive communication is done smoothly throughout your live commerce, you can say it’s a success. Therefore, I would like to share Irep’s unique live commerce structural framework SIRRAS, the “things you should keep in mind” for successful live commerce. You can also use this framework as a Key Factor for Success (KFS) to scientifically assess live commerce.
SIRRAS is an acronym for “Show,” “Image,” “Response,” “Repeat,” “Activate,” and “Share,” a chronological framework for enhancing interactive communication from the beginning to end. You can structure your live commerce by speaking with this order. Yukos, a leading expert in live commerce, also incorporates these points into her live commerce. Let me explain each step one by one.
The basic. “Show the product.” However, since live commerce is done with the small vertical screen on smartphones, the commercers need to move around, coming closer to the screen or turning around to show the back of the product. Make sure to deliver the product in detail, responding to comments from time to time.
It is important to show and let the viewer “imagine the scene of use.” Try to give the viewers an image of how the product will change their lives or in what situations the product comes in handy, including the experience of the commercer. Ultimately, you can prohibit using commonplace comments such as “delicious” or “cute.”
Respond to viewers’ comments. If you follow a script too much, you may not read them until you get to the part where the script says to “respond to comments.” But, live commerce is all about comments. Viewers will feel comfortable sending comments and think that the commercer may respond if the commercer keeps responding to comments that may expand communication.
This part is important because it is the most easily forgotten. The number of viewers of live commerce constantly changes throughout the broadcast. Even if the number of viewers is constantly 100, people come and go. That is why you should regularly repeat the summary of the broadcast so far, today’s theme, coupon availability, call for comments, and information on how to purchase. After introducing a single product, it might be good to “Repeat.” By doing so, viewers from the middle of the broadcast will feel that they are not left behind and be less likely to leave.
* Note that live streaming services that accumulate the number of viewers are difficult to catch the changes in viewers.
Even if you introduce the product, read comments, and repeat them, it’s worth nothing unless the viewers buy it. You have to give them one last push. That is the “Activate” part. Examples of a great push are live commerce exclusive products or coupons. You should respond to the comments thinking to give the last push to each individual. They will feel comfortable and confident in their purchase.
The final step is to Share the post-live feelings and notifications through SNS. Live commerce does not end when it ends. You can attract customers through SNS or with an Instagram account with many followers to continue the broadcast on Instagram Live. Remember. Live commerce and SNS are inseparable. Post thank yous, announce campaigns in the stories, archive them on IGTV, and share them on SNS after the broadcast. This will also lead to the next broadcast. Live commerce is not just an extension of an EC website. Think of it in conjunction with the overall marketing activities to maximize its effectiveness. Before the end of the broadcast, it would be nice to tell the viewers that archives will be available, and you will follow up on the questions you could not answer via SNS.
If you incorporate SNS in your activity, customers may post about their purchases or give comments. And such posts will generate future viewers.
I have explained the SIRRAS model, a structural framework for live commerce, in this post.
Your will succeed if you follow this workflow to introduce your products. If you are worried about not having a script, you can prepare notes of the topics you want to talk about, such as “points to show” or “use scenes,” according to SIRRAS.
Keep the key points in mind, such as “two-way communication,” “continuation,” and “SIRRAS,” then your live commerce will definitely succeed. Don’t think hard; try.
We, Irep Inc., train and cast “commercers,” the specialists in live commerce. Using the framework described in this post, we train commercers to be aware of the structure and plan and direct according to it. This training program is available in a package of e-learning and workshop for test broadcast. Feel free to contact us regarding giving people training for live commerce.
Want to learn more about Live Commerce landscape? Please contact us to discuss how we can work together.
Irep Inc. is an award-winning global digital marketing agency based in the San Francisco Bay Area. Our headquarters are in Tokyo and our network spans more than 20 countries. In Japan, we are ranked No. 1 for performance-based marketing. We also offer highly specialized market entry, as well as integrated marketing and localization services. Since 1997, our data-driven solutions have effectively led our diverse international clientele to continuous success in Japan, Asia, and beyond.