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Sweden-based interactive live video streaming provider Bambuser has added several new features to its Live Video Shopping platform for retailers.

These features will aid retailers in driving deeper customer engagement and maximising the impact of their live streaming e-commerce initiatives, not just both during events but also after them.

Among the major feature enhancements include on multi-domain broadcasting, direct audience engagement in chat and closed captioning aspects.

In terms of multi-domain broadcasting, the firm increased abilities for multi-location retailers to conveniently provide location-based live experiences for a single stream.

The feature will help retailers get more value from one stream whilst allowing them to maintain a uniform customer experience and tap more potential audience without issues such as language barriers.

With regard to direct audience engagement in chat, the firm has made Live Video Shopping more conversational by enabling retailers to quote and respond to audience posts, enhancing the connection between retailer and shopper.

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Closed captioning allows retailers to make Live Video Shopping experiences accessible to people having hearing loss.

Furthermore, the update also includes a simplified process for sharing as it makes it easier for consumers to invite friends to live streams and recorded shows through social media, email and SMS, and “pinned comments”. This enables retailers to promote content and products in chat.

The firm is also introducing functions that aid retailers to boost the long-term value of Live Video Shopping, with more robust reporting and less administrative burden.

It also redesigned the customer-facing performance monitoring dashboard for ease of use.

Additionally, Bambuser included a new feature that provides auto-play calls to action (CTAs) and ready-made archive under which shows gets saved automatically and organised, which would be beneficial even after the live event ends.

Bambuser chief product officer Jesper Funck said: “Live Video Shopping is increasingly popular for good reason – it’s very effective. Still, it’s important that retailers keep control of their brand experience and customer relationships. That’s why Bambuser is focused on bringing to market the best solutions for engaging customers and driving sales with live streams in their own environments.

“We are committed to remaining at the forefront of technology enabling the future of shopping and continuing to help retailers and brands convey their personalities and sustain differentiation, ultimately protecting them from commoditisation.”