Behind the Scenes: Streaming for Retail Marketing Professionals.

Expert Talk: How Streaming Enhances the Retail Shopping Experience

Vienna, April 20, 2021 – Yesterday (May 4), Digitale Mediensysteme GmbH, in cooperation with HANDELdigital from the Austrian Federal Economic Chamber (WKÖ), hosted an expert session on live shopping, with a particular focus on small retail businesses. The core question: How can streaming be used in retail to create a better shopping experience?

“From China to Germany, the trend is now making its way to Austria. Live shopping offers exciting opportunities for retail. Shopping and streaming make a strong team.”

Oliver Nitz, Chief Marketing Officer at Digitale Mediensysteme GmbH.

“Live shopping builds trust in the brand and enables direct interaction with the community. The result? Higher engagement, up to eight times more conversions, and greater customer satisfaction.“

Live shopping offers an entirely new retail experience with countless benefits for brick-and-mortar businesses. Digitale Mediensysteme GmbH, a pioneer in the field in Austria, supports retailers with introductory workshops, mobile studio setups, professional studio rentals, and interactive software tools.

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Wolfgang Lehner, Austria’s leading expert in smart content and video, began exploring live shopping in-depth during the first lockdown in spring 2020. Today, he regularly offers workshops and one-on-one coaching sessions.

During the event, guests joined a live streaming demo using their smartphones at the DMS studio. Lehner explained:

"We now have technical capabilities that would have been unthinkable just a few years ago. Today, individuals produce cooking shows, yoga sessions, and more — all in great quality and with real success. Streaming simply works. And live feels more authentic. Camera, lighting, and sound are the foundation of a good setup. Audio is especially important — I recommend wireless lav mics. Add compact lights, small camera rigs, and the right apps, and you’ve got a complete solution — all at accessible prices."

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Attendees also received concrete tips on equipment and apps. Outdoor product expert Christian Fischer — known from Pro7’s SKOTTI grill — gave a live outdoor gear demo, including accessories, as part of a streaming-friendly BBQ segment.

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To close the session, Oliver Nitz shared ideas for how retailers can use streaming creatively and effectively:

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"What matters is what you do in front of the camera — which products you present and how you present them. Especially in live shopping, this is key to the customer experience. Consider adding references to other events, integrating surveys or feedback tools, running paid ads. Interaction paired with creativity is the winning formula.“‍

About DMS.

Digitale Mediensysteme GmbH (DMS) was founded in 2004 and has since developed into a leading digitization partner for wow experiences in retail operations in the DACH region - always with the aim of inspiring: making digital matter. From its location in Vienna-Ottakring, the company is also active on a project basis in Italy, Slovenia and Hungary, a total of 13 countries.

A team of around 25 employees ensures that multimedia content in retail and service companies at the POS reliably reaches people where it brings concrete benefits. Digital signage, in-store radio and corporate TV solutions provide relevant information and contribute to a comprehensive brand experience. DMS works with the best technology providers and acts as a full-service agency that can offer everything from conception, development and implementation to ongoing editorial and technical support: always with a hands-on mentality and a team that works reliably to perform even better.

We make digital matter. www.digitale-medien.at/en