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Instagram Lives: the homewares brand making $180k a month

By Jen Bishop •

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As businesses struggle to find footing in a rapidly changing retail climate, Melbourne homewares brand, Stoned Crystals, has found a profitable way to recreate the traditional shopping experience online and increase sales by 134% since the temporary closure of their Elsternwick store.

Crediting Instagram’s live broadcast functionality, the social media platform is responsible for delivering a monthly return in excess of $180k for the brand by merging offline and online selling mechanics in a fully immersive, digital environment.

Stoned Crystals’ ‘Live Sales’ are conducted tri-weekly and structured by product category and focus. Providing a virtual in-store customer experience, the face-to-face broadcasts have become a significant hub for crystal-related news, lifestyle tips, styling tutorials, range previews, consulting, and selling.

Stoned Crystals founder Ashley Bellino

“Live-streamed broadcasts are the closest thing we have to face-to-face selling in a physically disconnected world,” says founder Ashley Bellino. “When done correctly, it can serve as a profitable income stream and allow brands to cultivate a digital ecosystem specific to their customers’ needs.”

First conceptualised in 2017 and more recently refined to accommodate the imposed lockdowns, the success of Stoned Crystals’ live sales is attributed to a synergistic mix of purposeful merchandising, entertaining content, smart selling cues, engaging discussions, value-driven promotions, memorable hosts, and practice.

“In a way, Instagram has transformed into something more intimate,” said Ashley. “Customers want to see what happens behind the scenes; they want to be part of a brand’s narrative and they want to know they’re cared for well beyond the transaction.”

Passionate about helping other small businesses thrive, Ashley shares the following tips in order to develop a profitable revenue stream using Instagram Live:

Make the move online: Lockdown has transformed the way customers now interact with brands so developing a strong, reliable and consistent online experience is key. Adopt a customer’s perspective and review your website, social media and digital strategies with them in mind. Is the path to purchase easy to navigate? Are the visuals up to date? Are products clearly articulated? Putting in the prep work now will optimise results following a live sale. The retail sector will never look the same going forward so incorporating Live Sales as part of your digital strategy allows your business to be both proactive and reactive to new economic conditions.

Develop a plan: Instagram Live Sales is the closest thing to selling in person that technology can offer. Putting yourself out there might seem scary, but with enough planning and rehearsing, you will soon find a rhythm that suits you and your community. One of the key benefits of a Live Sale is that you won’t be buried in a feed of posts. Instead, all of your followers will be instantly notified. As with live TV, the unexpected can happen so it’s best to prepare a run sheet before any live sale. Know what you’re going to say and in what order. Assign dedicated roles to team members, know your angles and remember you’re talking with, not at, your customers. Treat a Live Sale like any other conversation you would typically have in person with a potential or current customer.

Recreate the offline, online: In today’s digital age, customers want to be visually stimulated so it’s important to create a mood that represents the brand and transports the customer to world specifically created for them. This can be achieved through styling, lighting, sound, ambience and vocal delivery. Customers love the idea of virtually walking through a shop so replicating an atmosphere that closely resembles this experience works exceptionally well, particularly if you have the props and styling tools to replicate a display. If you have a service-driven business, think of ways you can physically depict your offering on camera. 

Brand each stream: Many brands make the big mistake of cramming too much into a Live Sale. When it comes to maximising a return on this channel, less is sometimes more. Each Live Sale should relate to a specific need or group of products to avoid overwhelming the customer – especially if they’re new to purchasing on Instagram. As a result, it’s often ideal to run multiple Live Sales weekly and showcase products specific to a single category. In turn, this will allow you to brand each segment so customers come to learn a familiar shopping schedule with your business.

Introduce a selling mechanic: Although marketing your business and developing a rapport with customers is important, the purpose of a Live Sale should be to sell. As such, it’s important to come up with a mechanic that works with your community and is easy to understand – such as a unique number, code or name. At Stoned Crystals, each crystal is assigned a number and caption highlighting the stone type, its dimensions and its properties. If a customer chooses to buy, they simply quote the crystal number with a purchasing identifier – i.e. “MINE” – in the comments so a team member can review the transcript, contact each buyer and send them a direct link to our website so they can process the order securely.

Develop a connection: Customer service is important in real life as well as online. Although the dialogue may appear one-sided, customers can comment in each Live Sale in real time. Making the time to deviate from a run sheet and answer questions can foster an interactive forum which is one of the most attractive features of this digital marketplace. Operating in real time means you won’t always be able to rehearse your responses and may be caught off guard. Look at this as a positive, however. People love candid conversations and transparency. It’s always good to be responsive to comments so you can constantly evolve your pitch and meet the ever-changing needs of your customers.

Timing is everything: At Stoned Crystals, we conduct each Live Sale at different lengths and speeds depending on the product focus. For a beginner, I would suggest keeping it to 30-minutes or less. As you develop a rapport with customers and learn which types of engagement works best, you can easily sell for up to four hours in a single show. It is, however, best to schedule these at times that resonate with your target demographic – which can include mornings, evenings, weekends or even specific holiday dates. If choosing to run an extensive and lengthy Live Sale, I highly recommend developing an itemised schedule and sharing this with potential viewers via your socials prior. This will allow customers to tune in at a time relevant to them.

Marketing is your friend: When times are tough, many brands choose to relax their marketing budgets when in reality, they should be doing the opposite! Like any campaign, planning is key. Prior to commencing a Live Sale, develop a calendar of dates and times you wish to show. For beginners, two-to-four weeks in advance will suffice. From here, you can create a marketing program to promote your shows and generate interest. If budget is limited, use the resources you have available such as your website, social media feed, newsletter etc. For brands with a dedicated spend, online advertising can provide a significant reach. Aligning with a top tier influencer can also prove beneficial by tapping into new demographics and audiences.

Make mistakes: Unless you’re supporting your Live Sale with a significant marketing budget, managing expectations is very important. The first showing may underperform. Accept the fact you might make a mistake (or two!) and let yourself be vulnerable. People crave this human connection. Learn as you go and take the time to evaluate each showing so you can constantly improve and find a winning formula for your brand. As a Live can offer higher engagement than a traditional post, story or ad, remember that every minute you spend live is an investment. By discussing a product in length and addressing frequently asked questions, you equip customers with the knowledge to make an informed decision and purchase via your website at a later date or time.

Have fun: COVID-19 has impacted the retail sector significantly. It has also provided businesses with new opportunities for online growth. As a profitable sales channel, Instagram offers an inexpensive way for brands to reach existing and new customers. With the right planning, the right team, the right merchandising and the right mindset, a Live Sale can transform a business. For Stoned Crystals, it has become a major revenue source and has afforded the brand many new opportunities to double in size year on year. Don’t be afraid to be yourself and remember there is no cookie-cutter approach. Find what works best for you and continue to evolve alongside your customers

Founded in 2015, Stoned Crystals is Australia’s leading home décor, crystal styling and wellness brand specialising in premium, ethically-sourced gemstones from around the world. 

Check out their live sales on Instagram for yourself!

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August 21, 2020

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Colour hug, anyone?! A collaboration with design Colour hug, anyone?!

A collaboration with design studio Nexus Designs, this palette from the new @haymespaint colour forecast is perfect for those looking to create a tranquil environment and has a particular focus on darker shades.

“Inspired by the qualities of an intimate reading room, confident and expressive colours such as Florida Everglade have a muted depth that embody this. Balanced and subtle, it’s also invigorating and luscious. Through all over application, paired with contemporary furniture and styling, this colour and the broader palette plays with tactility, translucency, reflection, and form,” says Myra Murtagh of Nexus. 

See the rest of the colour forecast, include collabs with @adairs and TikTok favourites @joshandmattdesign on the blog homepage now, via link in bio.

#haymespaint #colourforecast #painttrends #colourtrends #paintcolours #paintcolors #darkwalls #readingroom #moodywalls #moodyinteriors #interiorsblog #interiorsaddict #theinteriorsaddict #jenbishop #heartyourhome
Featuring in a Block "disaster" room nevertheless Featuring in a Block "disaster" room nevertheless paid off for artist @adoni.art 

Slammed for being too small, @kyleandleslie's living room was otherwise praised by the judges for being beautifully styled.

"In terms of using it as a marketing platform it’s been amazing," he said. "Even for people who don’t follow the show it’s validation that they are following an artist that’s levelling up. The exposure has translated to sales, traffic and attention and it’s everything I wanted because I’m about to launch a new collection.”

Read our chat with Adoni and see more of his gorgeous work via link in bio now.

Have you ever bought something you saw on the Block?

#theblockroomreveals #theblock #theblock2023 #affordableart #affordableartaustralia #affordableartonline #australianartist #australianart #livingroomart #livingroomstyle #livingroomideas #smalllivingroom #adoniart #theinteriorsaddict #interiorsaddict #jenbishop #heartyourhome #blockshopper
Pink and green should always be seen! From time t Pink and green should always be seen!

From time to time, we stray from our Australian-homes-only rule when we uncover something we really love! This project, by @2lgstudio (and also the interior design duo’s own home) is featured in Ornament Is Not a Crime, a new coffee table interiors book by Sydney-based design writer @rebeccalgross.

Head to the homepage via link in bio to read about this home and see more colourful pictures in an extract.

#2lgstudio #2lg #londoninteriordesigner #londoninteriors #londonhome #londonhomes #brighthome #brightinteriors #funinteriors #colourfulhome #interiordesignersathome #pinkandgreen #pinkandgreendecor #pinkandgreenshouldalwaysbeseen
Real reno: How's this for a luxe bathroom?! Natas Real reno: How's this for a luxe bathroom?!

Natasha from QLD recently finished a major reno of her Queenslander and this is her favourite room of all. We can see why!

She used @beaumont.tiles  Lux Calcutta slabs in gloss the wall and matt for the floor.

 "We have infused a Hamptons style whilst still remaining true to the traditions of old Queenslanders," she said. "Our bathroom is north west facing and captures such great morning light. We wrapped the cabinetry all the way along the vanity for ease of access for the bath, towels and accessories. We tiled all the way to the ceiling to create a more luxurious space. It's my favourite room in the house!"

#ichosebeaumonts #beaumonttiles #tiles #bathroomtile #bathroomtiling #hamptonsbathroom #queenslanderrenovation #queenslanderbathroom #luxurybathroom #australianbathroom #australianbathrooms #interiorsaddict #theinteriorsaddict #jenbishop #heartyourhome
Block kitchen week is always a goodie and we got 5 Block kitchen week is always a goodie and we got 5 very different looks last night which was great!

One question that kept coming up was just how important is the butler's pantry? Love to hear your thoughts. Do you have one? And which was your favourite last night? Please share in the comments.

Head to the blog via link in bio to find out who won and what the judges said. 

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Located in Melbourne’s Elsternwick, this stylis Located in Melbourne’s Elsternwick, this stylish home was renovated recently with @keenarchitecture and @studio_esar at the helm. Brimming with fun, functionality and colour, the home is shared by ex MasterChef contestant Peter Kritikides, his wife Erica and their two children. 

Occupied by the family since 2015, the renovation brief called for a sympathetic yet modern upgrade to the heritage listed original home as well as the demolition and rebuild of the back of the residence.

Want to see the kitchen? Head to the blog via link in bio.

#elsternwick #melbournehome #melbournehomes #masterchefaustralia #masterchefcontestant #masterchefcontestants #chefskitchen #heritagearchitecture #heritagehome #heritagerenovation #monochromehome #colourfulhome #bookshelfstyling #bookcasestyling #colourfulbooks #fireplacedecor #velvetcouch #livingroomstyle #livingroomart
GET THE LOOK. All the finer details of Sunday's Bl GET THE LOOK. All the finer details of Sunday's Block master bedroom walk ins on the blog now.

Which was your fave?

Via latest posts link in bio now.

#walkincloset #walkinwardrobe #walkinrobe #wardrobes #wardrobe #wardrobe #bedroomstorage #masterbedroomdesign #mastersuite #theblockroomreveals #theblock #theblock2023 #kinsman #kinsmankitchens #kinsmanwardrobes #dressingroom #dressingtable
A home that got all its extra special details AFTE A home that got all its extra special details AFTER handover with stunning results!

When Emma Fuller built her family home five years ago, she went with the ‘basic’ package with a view to elevating the spaces in a more budget-friendly manner down the line. Knowing that she couldn’t afford her entire wish list upfront, she made allowances within the plans so that she could add all the special details later.

“Although the builder could have incorporated every detail we asked for, we knew it would have blown our budget, but that didn’t mean I was going to let the dream go,” says @hamptonsinhighfields 

Patience and hard work have definitely paid off and today on the blog we are showing you how she did it from adding a fireplace, bench seat, wallpaper, french doors, a mudroom, built in bookcases, fretwork, kitchen island trim, IKEA wardrobes and more!

Via link in bio now.

#newbuild #hamptonsaustralia #hamptonsnewbuild #fretwork #benchseat #benchseating #fireplace🔥 #fireplacedecor #ikeahacks #diymudroom #mudroom #kidsroomwallpaper #frenchdoors #frenchdoor #hallwaydoors #frenchdoorpantry #butlerspantrydesign #newbuildupgrades
Flatpack definitely doesn't have to be basic or bo Flatpack definitely doesn't have to be basic or boring!

The latest @kaboodlekitchen trends release, in collaboration with stylist @jono.fleming, are anything but. These are just 4 of 6 new colours for the brand, sold in Bunnings.

Head over to the blog via link in bio to see the others (hint: one of them might be pink! 🩷). You'll also find out how to get a free copy of the latest Kaboodle edit magazine sent to you, chock full of inspiring real projects like my navy laundry!

Which of these is your pick? Would you venture outside of a white kitchen? What colour is yours?

#kaboodlekitchen #kaboodlelaundry #kaboodle #flatpackfurniture #flatpackkitchen #bunningskitchen #flatpackcabinets #budgetkitchen #ontrendkitchens #colourfulkitchen #colouredcabinets #kitchencolourtrends2023 #colourtrends2023 #boldkitchen #jonofleming #interiorsblog #interiorsaddict #bunningsdiy #heartyourhome #realreno #realrenovations #kitchenbeforeandafter #kitchenonabudget #colourfullaundry #flatpacklaundry
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About Jen Bishop

Jen Bishop is our owner and publisher and an experienced journalist and editor. Interiors Addict has been her full-time job for more than 10 years. She is mum to two young boys and lives in Sydney.

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Comments

  1. AvatarArthur K says

    August 30, 2020 at 6:20 am

    Never heard of Instagram Live Sales. I need to look into this more. Looks like an effective way to engage with customers and provide the detail they would receive if they walked into a store and asked questions.

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