Snug, the direct-to-consumer furniture brand has hosted a hybrid live shopping and concert experience at an intimate London venue, featuring Blue, Five and Blazin’ Squad.
Over 11,600 people applied to win tickets to the event, where places were only available to competition winners, which generated over 700,000 views and 100,000 reactions across Snug’s Facebook and Instagram channels.
A live Q&A session with band members was also hosted by the sofa brand after the event, which proved highly popular with Snug’s target demographic.
Although live shopping experiences initially found success with mostly younger generations such as Gen Z and Millennials, the events are beginning to attract increasing numbers of older audiences as ecommerce awareness grows.
Already popular in the Far East, live shopping events are becoming increasingly common in Europe and North America and Snug aims to bring them into the heart of UK consumer culture.
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“More than ever, retail must evolve to embrace the experiential and entertaining elements of the online world, to capture new audiences and replicate the way that people consume media,” Snug founder and CEO Rob Bridgman said.
“At Snug we see an opportunity to be more than just an ecommerce brand – we want to genuinely engage and entertain consumers.
“Continuing to pioneer live shopping in the UK market is a great way of achieving this – our latest hybrid online and in-person event enabled us to show Snug’s personality and connect with our customers in a fun, unique, dynamic way.
He added: “We loved seeing our special guests ‘Get Down on It’ and ‘Keep on Moving’ like it was the noughties all over again.”
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