If the item is eligible for discounts or coupons, these will be automatically applied at checkout. When viewers see products they like during a stream, they can simply tap on its link to purchase. “The backend of each livestream session on Taobao is linked to Intime’s online store, making it easy for users to place direct orders,” said Eric Cao, associate store manager for Intime West Lake. Meanwhile, more than 5,000 sales associates from Intime’s physical stores have registered as livestreaming hosts, while floor managers have been tasked with scheduling duties. While the store had always made use of the online video tool, since the pandemic, it has increased its number of livestreaming sessions to an average of 200 a day, rolling nonstop from morning to midnight. When traffic to physical stores dropped off during peak months of the coronavirus outbreak in China, Intime responded quickly by ramping up its efforts on Taobao Live, Alibaba’s livestreaming platform. WATCH: Intime reopens for business post-coronavirus
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The investment has paid off during hard times: Through livestreaming, online shopping as well as a series of punchy campaigns and sales initiatives, Intime has been able to not only resume operations but also fight back their losses.
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The chain was acquired by Alibaba Group in 2017 as part of the e-commerce company’s New Retail push and has since been increasingly fueled by innovations that bring together the worlds of online and offline shopping. At the height of the outbreak, it had to suspend operations at brick-and-mortar stores in many hard-hit cities.įortunately, Intime has been able to recover swiftly from pandemic-induced disruptions, thanks in large part to its robust digital infrastructure and omnichannel capabilities.
The chain operates 65 locations in China. Like many other retailers across the world, Intime, China’s leading department-store chain, was adversely impacted by the novel coronavirus. Since the widespread outbreak of Covid-19 across the country at the start of the year, this is the first time that the five-story department store has been able to operate at normal capacity. Shoppers floated from counter to counter, determined to snatch the best deals the long holiday has to offer. It’s Labor Day weekend in China and customers in masks have been trickling into Intime’s Hangzhou West Lake branch incessantly since 10 a.m.
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