Galeria gets into live shopping, but does it just a little differently

Galeria gets into live shopping, but does it just a little differently
Galeria gets into live shopping, but does it just a little differently

The German department store Galeria has started live shopping. Unlike many other retailers, the starting point is now live shows in physical stores, which are also broadcast online.

Many retailers offer live shopping events primarily online, but Galeria opts for a slightly different approach. There are still streams of the live shopping events, and customers can easily add the products to their shopping cart during those streams as well. But it’s mainly about the experience that the company wants to offer in-store, Miguel Mullenbach, CEO of Galeria, said on LinkedIn. ‘In our branches, customers can receive a presentation about certain products, including advice and a demonstration.’

Galeria works together with L’Oréal for the live shopping events. The first was held this week at a branch in Düsseldorf. According to Mullenbach, Galeria will be doing this format every week from a different location in the autumn. ‘We are seen as a brand and offer a format that can be adapted to different locations, platforms and customer needs.’

Online customers see the relevant products during the show, these can then be easily ordered. They can ask questions in a chat.

The article is in Dutch

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