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+50%
Products added to the cart (compared to products without video)
+21,5%
Conversion rate (compared to products without video)
12%
Video view rate
About
La Redoute is a French company specializing in fashion and home decor. Today, the brand’s mission is to create and distribute an inspiring and responsible product offering worldwide. Its ambition is to become the favorite lifestyle platform for families.
La Redoute is a major e-commerce player, with 95% of its revenue generated through its website. Currently, the brand serves over 10 million customers worldwide.
To improve its conversion rate, La Redoute has been working since 2021 with two Skeepers solutions: Consumer Videos and Live Shopping.
Challenges
Key challenges
- Enhancing the shopping experience to boost conversion
- The complementarity of videos and Live Shopping
La Redoute focuses on two key development pillars: home decor and its e-commerce app. To increase conversions, the brand aims to enrich its shopping experience by introducing new content formats: consumer-created videos and live shopping. These initiatives showcase products differently, inform and reassure consumers to overcome purchase barriers, humanize the customer journey, and highlight its community, teams, and expertise.
To address these goals, La Redoute implemented a strategy combining consumer videos and live shopping in collaboration with our platform. While both solutions target similar challenges, they are highly complementary. Consumer videos amplify customer voices, while live shopping features products presented by experts and internal collaborators. This dual approach fosters a close relationship between La Redoute and its community, enabling direct interaction through live shopping and celebrating its customers’ authentic experiences through video.
Consumer Videos
La Redoute seeks content that highlights its products while remaining authentic, created by customers in their homes, using their unique voices and contexts. These videos inspire, inform, and convince potential buyers, aligning products with their needs. Additionally, the brand evaluates whether these videos, even if they don’t directly increase conversions, positively impact return rates by helping customers make more informed purchases. In any case, the brand benefits from this approach.
Authentic Content to Inform, Inspire, and Reassure
Our Consumer Videos solution enables La Redoute to engage its customer base in creating authentic video content and distributing it on product pages across its e-commerce platform. While the primary goal is to boost conversions, these videos also inspire visitors and provide an authentic touch that resonates with La Redoute’s vision. This blend of credibility and inspiration is exactly what the brand strives for.
Marion Felez-Le Jan
International Conversion Manager, La Redoute
“When brand content is complemented by user-generated content and live shopping, there is a true synergy, leading to significantly better results because the consumer finds exactly what they are looking for.”
Solutions
Principaux enjeux
- The impact of video on conversion
- Live shopping to engage with customers
The impact of video on conversion
La Redoute conducted A/B testing on several products over three months, analyzing product pages with and without consumer videos to determine their impact on conversion. The brand demonstrated that videos addressed real consumer barriers and positively impacted the add-to-cart rate. The product selection also validated the brand’s choice of certain categories, such as rugs and home textiles, where La Redoute did not expect such an impact from videos on purchase decisions. Consumer videos provide real value for visitors, significantly improving the add-to-cart rate and, ultimately, conversion.
Humanizing the customer journey through live shopping
Since the beginning of our collaboration in 2021, the brand has hosted live shopping sessions every month. To create closeness and deliver an authentic message, live shopping sessions are always hosted by internal employees. La Redoute aims to leverage these sessions to highlight its teams and expertise. Product experts are the best presenters to introduce products simply and take customers behind the scenes at La Redoute. It’s this authentic, close connection with the brand that customers seek when participating in live shopping.
Example of a live session with influencer Yasmine Zeroc
La Redoute occasionally invites guests, such as influencers or partner brands, to co-host live shopping sessions with internal employees. Recently, La Redoute organized a live shopping session for its ready-to-wear product range, co-hosted by influencer Yasmine Zeroc, with whom the brand regularly collaborates. The influencer is a big fan of the brand’s products and aligns well with La Redoute’s target audience. The session was a success, with a large number of participants and added-to-cart actions. This success was driven by Yasmine Zeroc’s highly appreciated product selection and a very aggressive commercial offer.
What is live shopping?
Live shopping is a 100% online sales technique that connects presenters with an audience of consumers to promote a selection of products and/or services from a brand. Additionally, live shopping replicates the in-store experience, but online. It’s an engaging and transactional event where participants can interact live with the brand and ask questions about the products.
Marion Felez-Le Jan
International Conversion Manager, La Redoute
“Through these videos, we aim to highlight our customers and ambassadors. They are the ones who speak best about our products, and it also allows us to reflect the diversity of our customer base. Each person can talk about a product in their own words, and this will undoubtedly convince users much more than brand content.”
Results
- Consumer Videos increased the add-to-cart rate by 50%.
- Consumer Videos also improved video view rates by 12% and conversion rates by 21.50%.
- Live Shopping increased live audience by 9% and add-to-cart rate by 20.2%.
- On replay, Live Shopping reached 91% audience retention and 7.4% add-to-cart rate.
Case study: Stain-resistant cotton tablecloth
In February 2021, La Redoute Intérieurs asked customers like Elisa to share their opinions on a specific product: the stain-resistant cotton tablecloth.
The consumer video informs, reassures, and influences the purchase. In this video, Elisa demonstrated the stain-resistant function of the tablecloth, and this content was integrated into the product page on the website.
Concrete results from this initiative:
+50% add-to-cart rate (compared to no video)
+21.5% conversion rate (compared to no video)
+12% video view rate
Live Shopping results:
- Live:
+9% audience
+20.2% add-to-cart rate - Replay:
91% additional audience
+7.4% add-to-cart rate
These results highlight the importance of replay, which extends the life of the event and generates a constant flow of viewers while enriching website content.
Marion Felez-Le Jan
International Conversion Manager, La Redoute
“We are very autonomous with Skeepers’ live shopping platform: once trained, we can create our event from A to Z. After choosing the theme and products, we prepare a script while allowing some freedom for the presenters. Improvisation and spontaneity are essential, as this is what participants enjoy the most, while ensuring that the topics and products to be presented are well defined. The interactivity with the audience through the chat is a unique innovation, offering an experience that cannot be found anywhere else. After the live event, the replay takes over, generating the majority of views and conversions.”
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