Known for its groundbreaking brick-and-mortar retail-as-service storefronts, the ever-innovative b8ta’s latest initiative is a 24/7, always-on, digital platform featuring hands-on product demonstrations. Called b8ta TV, the commerce offering is a strong entry into video-driven social commerce, which has proven to be a massive and profitable success in China but still has yet to take off in a comparable way across Western marketplaces. Inspired, or perhaps driven, by the pandemic-fueled collapse in foot traffic among its physical retail locations, b8ta TV takes a similar playbook to the company’s retail storefronts, only it moves the “try before you buy, learning-centric” approach to a digital channel, and makes the product-promoting services constantly available. B8ta TV’s programming combines pre-recorded content as well as live shopping segments and demonstrations, where viewers are able to interact with hosts and receive exclusive on-air giveaways that can be collected in-store.
Similar to how the software-powered b8ta retail stores sell products that don’t traditionally have an offline footprint of their own, b8ta TV is working with both small startups and bigger chains to help lower the barrier of entry to retail and offer products shoppers might not be able to find or learn about anywhere else. The company has produced thousands upon thousands of hours of shoppable content for the TV platform, which takes the main stage on the b8ta website, and its electronic programing guide highlights multiple channels focused on different brands and products. Shows such as b8ta Unboxed, As Seen on b8ta TV, You Need This, and more, offer a variety of engaging partner and promoted content showcasing a wide variety of unique products like smart locks, high-tech skateboards, and connected stove monitors. The brand also partnered with Indiegogo to launch an Indiegogo TV channel highlighting projects from the crowdfunding site, and is inviting other brands to join the b8ta omnichannel experience.
By offering commerce solutions across retail channels including physical stores, ecommerce sites, social channels, and social commerce and video production, b8ta is pioneering a uniquely omnichannel retail experience where digital meets physical, and retail organizations meet their most receptive audience.
This article originally appeared in the PSFK iQ report, Omniplatform eCommerce Strategy: Influence, Engage, Transact, Connect