Live Video Commerce Events Drive Brand Engagement, Sales This Holiday Season

The end-of-year holiday shopping season can only mean one thing, marketers are looking for the best way to spend the remainder of their budgets. And it seems like many are placing bets on live video.Backcountry, an online retailer specializing in outdoor gear and clothing, announced a partnership with live video platform Brandlive to host a holiday event showcasing and selling products directly to consumers.“Backcountry is constantly looking to connect to our community in new ways, and this year we’ve seen increasing engagement with live content versus more traditional media,” said Nicole Sumner, Digital Brand Manager at Backcountry. “We’re thrilled that Brandlive is partnering with us for our first big push into live video, which we fundamentally believe will help us bring together the curated products and Gearhead expert knowledge that are unique to us, and further our mission to provide the best experiences for our community.”The three-day event will take place from December 5-7, and feature brands like The North Face, GoPro, Danner, Mountain Hardware, and Black Diamond. Each featured brand will have the opportunity to engage in a live discussion around its products with Backcountry’s product experts and enthusiasts, and the Brandlive platform will let the audience ask questions in real time, and purchase products off the event page. “By incorporating live video into its Holiday Gift Guide, we expect Backcountry to see increased engagement with an already enthusiastic consumer base, and measurable sales results,” added Fritz Brumder, CEO of Brandlive.