Shopflix serves as a “retail partner and content creator” for brands, as it offers a novel direct-to-consumer (D2C) sales channel with stronger margins, a lower acquisition cost and hosts with large social followings who post on behalf of each show, according to the announcement. The network provides round-the-clock shoppable video content for consumers.
“More consumers today are looking to brands that share their values and understand their unique style and interests, so brands need to give shoppers a reason to stay interested, recommend their products and keep coming back,” Shopflix Co-founder Lindsey Kilbride said in the announcement. “At Shopflix, we care about telling engaging stories of brands and brand founders above all else, which differentiates us from other shopping networks and livestreaming events.”
Shopflix-created content includes “Pops,” which are under two minutes, and short-form content, which is between five and 15 minutes. The platform also offers long-form content, which is between 20 and 25 minutes.
“Wall Traveled” is one of the shows on the platform. Rosie Clayton, who hosts the show, travels to frequently Instagrammed walls in the U.S. “to learn about local culture and uncover stories from the best local brands.”
“Shopflix is content first, commerce second, which helps the brand/consumer relationship go deeper than the transaction by providing an engaging story that resonates with their target shopper to pique interest beyond the product,” Shopflix Co-founder Matt Matros said in the announcement.
The news comes as Nordstrom is continuing its effort to become a digital-first business with the introduction of its livestream shopping channel. As previously reported, the department store company is among the many American retailers attempting to tap into the livestreaming eCommerce trend, which was made popular by the Chinese firm Alibaba.
“There’s so much opportunity for us to get closer to the customer,” Fanya Chandler, a senior vice president at Nordstrom, told CNBC. “We hope customers see this as an opportunity to seamlessly shop and participate in an informative and entertaining event.”