Ekonika is a major shoes and accessories manufacturer with its own network of over 130 shops across Russia/CIS and an online store with over half a million monthly visitors. Today the brand offers unique collaborations and creates unique prints for its collections to help customers not only stand out, but also enjoy the mixing and matching aspect of finding new, interesting looks.  

​​When purchasing clothing and accessories, many customers are interested in buying a complete ensemble, ensuring all pieces match or complement each other. For ecommerce customers, this is extra challenging as it involves navigating several different pages of the retailer’s website and product photos only allow customers to guess what the product will actually look like. Ekonika, one of the leading shoes and accessories brands, is used to providing their customers high quality service and shopping experiences. Both offline and online. So when the first lockdown came, it was very important for Ekonika to ensure the most important shopping experience with the fashion brand – mixing&matching was also accessible to ecommerce customers.

Ekonika launched one-on-one on-demand live streaming with eyezon during the first wave of the lockdown in spring 2020. It focused on providing online customers shopping experiences as close to real life as possible by having shop assistants work together with stylists. For every live stream request the team created various ensembles and sets. The shop assistants would then try on the items, and the stylist would add additional comments and recommendations.  
The idea of providing a hyper-personalized shopping experience proved to be efficient, but was too time consuming for Ekonika. Also, there was an issue with the number of shoppers connected to the live stream, as not many customers were willing to wait over 5 minutes to join their stream. On top of that, when the shops reopened, the sales assistants became occupied with the customers visiting physical stores.  
‍eyezon and Ekonika worked together to develop a new strategy for live streaming. When scaling the service it was decided that only sales assistants would respond to the stream requests, and the number of streamers available increased. Instead of pre-staging an ensemble, sales assistants continued offering customers accompanying products and accessories, but live, by “walking” the customers around the shop, recreating the experience of browsing in-store.

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The speed in which sales assistants responded to requests increased as did the number of overall streams. To their surprise, Ekonika also found live communication occurred more frequently as customers responded to the more natural format and interacted more with sales assistants, resulting in an increase in conversions and sales.