In the era of social commerce, businesses are constantly seeking innovative ways to engage customers and drive sales. This case study focuses on PURELEI, a jewellery brand that capitalised on the power of live & video shopping to achieve unexpected benefits. By embracing this strategy, PURELEI witnessed a surge in conversion rates, customer retention, order value, and purchase frequency, which eventually led to the first user-generated jewellery collection.

Overcoming Challenges in the Jewellery Industry

Operating in the online world has historically been challenging for the jewellery industry, as customers are unable to physically try on products or feel the quality of precious stones and materials. In the wake of the COVID-19 pandemic, PURELEI was faced with the need to maintain sales and customer connections. To address these challenges, PURELEI embarked on a live shopping initiative, spearheaded by the charismatic and socially adept Jana.

The Rise of Jana: Brand Ambassador & Influential Star

Through her engaging personality, Jana swiftly became the face of the PURELEI brand. As a trusted and respected brand ambassador, she played a pivotal role in showcasing the diverse range of PURELEI jewellery products during live shopping sessions. Customers were captivated by Jana's presence, leading to increased viewer engagement and loyalty.

The Birth of the Jana Collection: Responding to User Demand

Driven by Jana's popularity, an unprecedented moment occurred during a live show when viewers flooded the chat with requests for PURELEI to create a Jana collection a.k.a Mahina Club Collection. This organic expression of customer demand provided PURELEI with invaluable insights. By listening to their audience, PURELEI gained a clear understanding of their customers' preferences, enabling them to develop a collection that resonated with their target market. Furthermore, this customer-driven approach allowed PURELEI to accurately forecast demand and production quantities, leading to a successful sell-out of many Mahina Club products.

Recognition at OMR 2022

PURELEI's remarkable achievements in social commerce and live shopping garnered industry-wide attention. The brand's success story was shared with the retail community at the OMR event in Hamburg in 2022. PURELEI's CEO Alisa Jahnke, took the stage carrying her unborn baby like a boss, and proudly presented the outstanding results achieved since partnering with LIVEBUY and embarking on the social commerce journey.

Key Takeaways

The PURELEI case study exemplifies the potential of a regular video shopping schedule and effective content creators in driving business growth. Despite operating in one of the most challenging online shopping sectors, PURELEI's commitment to experimentation, trial and error, and customer-centricity yielded significant benefits. By actively listening & responding to their video shopping audience, PURELEI was able to deliver a highly sought-after product line and optimise their business operations.

PURELEI's success demonstrates the importance of staying attuned to customer needs and leveraging emerging trends in the retail industry. By adapting to the ever-changing landscape of social commerce, businesses can forge stronger connections with their customers, enhance their product offerings, and achieve remarkable results even in traditionally challenging sectors like jewellery.