Littlewoods has hailed its Facebook TV programme as a success after it stimulated record sales for the featured products.
As a result the etailer plans further shows on the social networking site.
Last week’s broadcast of Littlewoods Live, an interactive show presented by Laurence Llewelyn-Bowen coinciding with the debut of his homewares range for the retailer, created a sales spike and what the retailer said was the most successful homewares launch in its 80-year history.
The success of the initiative further demonstrates the power of social networking sites in engaging customers. The etailer said its previous sales record for a homewares launch was smashed by 292% while traffic to the range was up almost 300% compared with the first week of traffic for similar collections.
The Shop Direct-owned brand said it was already planning its next two Littlewoods Live broadcasts. Littlewoods brand director Gary Kibble said the first will combine fashion and homewares, while the second, which is likely to be shown in the run-up to Christmas, will showcase gifts.
The show attracted 4,000 viewers and more than 1,000 comments or questions were posted. It helped increase Littlewoods’ social media following; more than 15,000 shoppers ‘liked’ the brand on Facebook.
Kibble said: “We were confident there would be an appetite for this type of innovative social media content and the sales figures have more than justified our investment.”
Dot.talent, which specialises in producing social media content, produced the format for Littlewoods.