First vision-care brand to use e-commerce streaming in Mexico.
Devlyn Devlyn Streaming Strategy
1 The challenge
As digital platform use grew during the COVID-19 pandemic, we identified new user needs: questions about vision treatments increased significantly on social media.
These questions became increasingly common as users relied more on digital shopping tools instead of visiting physical stores.
All these signals revealed that something was missing: human contact.
We understood that informing users could not be left unattended. Together with Devlyn, a vision-care leader with more than 100 years in the market, we decided to humanize the digital experience.
2 The solution
We set out to bring the physical-store shopping experience into e-commerce by creating a format called “Devlyn Answers.”
A streaming tool integrated by our team into devlyn.com.mx created an ecosystem that addressed two major opportunities at once:
- Answer questions in real time and build a closer relationship with users.
- Increase online-store sales.
Integrating both platforms created a live-shopping experience where users could ask questions and purchase products directly from the broadcast.
The inspiration
We looked at China, one of the world's largest e-commerce markets, and at brands such as H&M that use live shopping to showcase products and increase interaction.
How did we solve it?
- We identified the most common search questions about vision care.
- We identified contact lenses as the product generating the most questions and suitable for clear answers.
- We invited a specialist to answer users' questions in real time.
- We timed the activation around Buen Fin, one of Mexico's busiest periods for e-commerce traffic.
- We assembled a production team to coordinate the live broadcasts.
Benefits
Streaming allowed us to:
- Connect with Shopify for real-time sales.
- Provide personalized product selection.
- Operate a remote production setup.
- Create dynamic coverage using multiple camera angles.
- Connect with the website from an independent server.
- Generate discount coupons.
- Interact with users through live chat.
3. Results
We became an industry benchmark with this new project.
4x more users on the site connected to the stream at the same time.
120 questions answered during the broadcast.
2x more e-commerce sales during the hour-long stream.
Most importantly: we built a closer relationship with users and brought a human touch to online shopping.