2 – Going live in Japan: Shiseido and Isetan Mitsukoshi ride contactless shopping wave with livestream launch
In July, Japanese cosmetics giant Shiseido Company partnered with Isetan Mitsukoshi Group to conduct live commerce sessions locally for the first time for its flagship brand, SHISEIDO.
Live streaming, a combination of streaming video and e-commerce, have become increasingly popular in the last few months, especially in the wake of the novel coronavirus (COVID-19) disruptions.
To combat the sales decline in the brick-and-mortar retail sector, Shiseido collaborated with Isetan Mitsukoshi, one of Japan’s largest retail groups which owns both Isetan and Mitsukoshi department stores chains, to conduct livestreaming sales programmes.
The live steaming sessions were held on Isetan Mitsukoshi’s Meeco, a dedicated online beauty store launched the firm launched in February last year.
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