Big W has partnered with Bread Agency to introduce a live shopping strategy aimed at enhancing the retail experience through live video commerce. The pair are touting Big W as one of the first major Australian retailers to fully embrace live shopping.

The strategy involves hosting live shopping events across various product categories, including Baby, Health and Beauty, and Tech and Audio. The upcoming event is the Big W Toy Sale, scheduled for June 11, which will be hosted by Australian comedian Melinda Buttle. These live shopping sessions will be accessible on Big W’s website and social media platforms. The events are designed to be interactive, featuring product showcases, quizzes, surveys, live Q&A sessions, and real-time purchasing options.

Bread Agency is collaborating with Big W to deliver these live shopping activities. The agency provides services that include strategy, creative, content production, and livestream shopping.

“Live shopping is more than a trend, it’s a game-changer for how we can engage with our customers – providing a value add experience,” Sally McLean, Senior Manager Social Media at Big W, commented on the initiative, said. “By working with Bread Agency, we’re able to create interactive, high-energy shopping experiences that not only drive sales but also build brand affinity and trust in a way traditional e-commerce can’t match.”

The early live shopping events have demonstrated high engagement rates, with the average viewer time per event exceeding eight minutes. This suggests a strong interest from consumers in this new form of retail interaction.

Amaury Treguer, Co-Founder of Bread Agency, remarked on the changing landscape of retail, saying, “Retail is at a turning point, and brands that embrace live and social commerce now will be ahead of the curve.”

Treguer also highlighted the consumer demand for integrated experiences, stating, “Big W understands that today’s consumers crave connection, convenience, and entertainment all in one experience. Our job is to make that happen seamlessly while delivering real business impact.”