Over the course of the pandemic, Bloomingdale’s has hosted more than 50 streaming shopping events. Style experts from beauty and fashion brands lead customers, hungry to cash in on “revenge shopping”, through the latest in purses, shoes, lipstick, and more.
If you’re wondering, “what is revenge shopping?” It’s buying that fancy dress and sky-high heels just because you’ve been cooped up at home for over a year and you’re ready to show off your new look.
According to a recent article on CNBC, livestreaming leads to shopping sales worth an astonishing $6 billion. Yes, $6 billion.
That’s a lot of shoppers who are sitting at home, ready to spend. And, with yesterday’s announcement by the CDC that vaccinated people can now forgo masks in most places, it looks like the rush to get back to normal is going to be expedited.
But, are those Bloomingdale’s shoppers the same shoppers that are going to take to livestream shopping? We took a look at the data to find out.
Meet the Bloomingdale’s Shopper
In the granular data available within the Resonate Ignite Platform™, we can see that Bloomingdale’s Shopper is a millennial-Gen X female who values living an exciting life and expressing their individuality. 11% have a household income over $150K. 45% are employed full-time and 58% do not have children. In addition to Bloomingdale’s, their brand affinity lies with Nordstrom, Ann Taylor, and Starbucks.
Do Bloomingdale’s Shoppers Use Streaming?
The most important question to ask here is whether Bloomingdale’s are tech savvy consumers who will actually watch a livestream. 31% of Bloomingdale’s shoppers spend 20-40 hours a week online, which means we’re off to a good start. An additional 23% spent over 40 hours a week online. Additionally, they are 27% more likely than the average consumer to watch TV through their phone, meaning they’re already well versed in consuming media that’s not on traditional TV. This is a consumer who is plugged in to know how to watch a livestream.
Bloomingdale’s Shoppers Want a Fun Online Shopping Experience…So, Streaming?
Lastly, we’ll leave you with this tidbit that should sum it all up. When asked whether a fun online shopping experience was an important characteristic when choosing to purchase from an apparel company, Bloomingdale’s shoppers were 17% more likely than the average consumer to answer yes. Now, if that doesn’t tell you these shoppers are ripe for an interactive, fun online streaming session with a style expert, I don’t know what will.
Impressed by these deep consumer insights on Bloomingdale’s shoppers and curious what we could reveal about your own customers? Request a demo today and we can get started.
And, Just for Fun: Who Should Host Bloomingdale’s Streaming Events?
With Bloomingdale’s is bringing in the big names for their streaming style and beauty events, who should they consider tapping for the next one? Looking at Bloomingdale’s customers, they’re more likely than the average consumer to look to social media influencers and bloggers for recommendations on apparel. So, for the next event, maybe a team that includes both a style expert and an influencer could be the best way to bring in views and purchases.
