Littlewoods, in what it claims is a retail first, is to broadcast a live interactive TV show on Facebook, hosted by brand ambassador Laurence Llewelyn-Bowen.

Littlewoods Live

The initiative is part of Littlewoods’ strategy to engage customers by creating innovative social media content, said brand director Gary Kibble.

Littlewoods Live will debut on the social network at 9pm on Wednesday, June 13. Llewelyn-Bowen will talk viewers through the upcoming season’s new homeware trends, showcase his new collection for the retailer and participate in a live phone-in and instant messaging.

Llewelyn-Bowen will front show

Llewelyn-Bowen will front show

The hour-long inaugural show will feature special offers and spot prizes and include four three-minute breaks when products from the online retailer’s home and living and electrical ranges will be advertised.

The retailer has commissioned social media branded content specialist dot.talent to produce the show.

Kibble said: “This is a UK retail first. We hope that this will become a way for us to connect regularly with as wide an audience as possible enabling existing and new customers to browse and shop with us via a new and exciting platform.”

Littlewoods already has more than 113,000 fans on Facebook. Retailers are increasingly using social media sites such as Facebook to engage customers.

Some, such as Asos and Oasis, have fully transactional shops on the social network and others, such as Tesco, which launched an interactive game, have used it build brand awareness. Argos and Debenhams have signed up to the location-specific offers initiative Facebook Deals.

Littlewoods owner Shop Direct is exploring the possibility of introducing Facebook programming for its other brands including young fashion site Very and Isme, for older shoppers.

In April, Littlewoods used augmented reality to bring its printed publications to life. Readers of its bi-monthly magazine New Things who own an Aurasma-enabled phone or tablet were able to view extra content, including Llewelyn-Bowen introducing his homeware range, when their devices were pointed at the magazine.