Catch’s Shopping Experience Just Got Game

Australian e-tailer Catch is premiering a new shopping experience today, launching an interactive live-streamed show called Catch Live. Hosted by Quizmania’s Brodie Young and a range of guests, the “high-energy” show combines “quick-paced games with exclusive deals”.

Premiering at midday, the show airs for ten minutes and will run on random days. The erratic viewing schedule may sound like a potential turnoff, but the move actually taps into the show’s sense of blink-and-you’ll-miss-it exclusivity.

It also invites customers to sign up: viewers who want to know when the show is on can register their interest on the site. To take part in the show, customers must also log in.

Unlike traditional shopping channels, Catch Live isn’t designed to be a passive experience that promotes products to waiting customers. “Simply watching may not be enough to get your hands on the hottest items,” explains Young. “Viewers may have to use different skills like speed, guessing and general knowledge to unlock the deals.”

Catch already trades on special deals and low prices, so introducing this element of competitive interactivity will likely appeal to both existing and new customers. “We’ll be almost giving away incredible products, like Apple Airpods – the prices will be unheard of,” says Young. Other brands the show promises to feature include Nintendo, Lego, Loreal, Dyson, Maybelline, and Nars.

Catch Live, which the company describes as “a new revolutionary way to shop online”, is the latest initiative in a range of changes the business had made, from rebranding last year to opening a pop-up store in Melbourne next month. The show complements Catch’s evolving online offering, and the business looks set to keep things fresh.

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