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SCORE Launches FitoMojo Livestream Shopping Platform

Well-known sports event organizers pivot to navigate the new normal

Photo by Harry Cunningham on Unsplash

When necessity calls, SCORE has proven it is possible for an SME to change directions quickly with the launch of FitoMojo Live Stream Shopping.

As an online live stream shopping service, FitoMojo promotes selected products from participating brands directly to consumers who log in to watch. Each FitoMojo live streaming session takes two hours on Facebook during which consumers engage directly with promoters with regards to the promotions, and buy products on offer.

“We make it an entertaining and personal affair, because we interact in real time with consumers who log in to watch,” says Patricia Tan, the CEO of SCORE. “This is a key advantage over other forms of online selling where the transactions are impersonal.”

SCORE’s FitoMojo Live Stream Shopping made its maiden broadcast in May this year.With its first three episodes of live streams achieving more than 10,000 views, the overall response has been encouraging. “This is a good start and we are eager to build a good momentum moving forward”.

Live stream shopping is a far cry from what SCORE had been doing just months earlier. SCORE is a household name among the nation’s runners, having organized one of Malaysia’s most popular annual running events called SCORE Marathon for the last six years.

“Nobody saw the pandemic coming and it hit us like a train. During the lockdown, mass participation sports were out of the question and will likely remain so until a cure is found”. 

Severely and negatively affected, as a result, SCORE had to rethink to survive. “We brainstormed hard and eventually took notice of an emerging digital marketing trend from China,” Patricia explains. “The Chinese have proven live stream shopping works as a marketing tool with great success, especially when there is a following”.

SCORE has already built a strong rapport and trust among fitness enthusiasts due to its success in organizing running events over the past six years. Leveraging this strength, SCORE setup FitoMojo Live Stream Shopping to appeal to its established base with sports, health, wellness and fitness-related products that naturally interest them.

Ultimately, the plan is to complement the live streaming service with FitoMojo.com, an e-commerce platform that will be launched at the end June. According to Patricia, the e-commerce platform will capture sales from and outside of the live streaming sessions, creating a complementary sales channel to benefit participating brands even more. “The most effective live streaming campaigns always combine live streaming and e-commerce together. Brands that are featured on our e-commerce platform will get a chance to be featured in our live streaming sessions too”.

For participating brands, FitoMojo Live Stream Shopping offers zero charges to feature their products. “FitoMojo is a new income source for participating brands. We are keen to make our live streaming service a win-win solution,” insists Patricia. To that end, Patricia welcomes any brands that are open to trying out live streaming as a marketing tool. 

Encouraged by FitoMojo Live Stream Shopping’s initial success, Patricia is a believer in developing the courage to pivot a business in order to address the new challenges brought by the pandemic. Lessons learned as a runner are being brought to bear to seek out the opportunities that lie within. 

“Running a business is no different than running a marathon because both are a mind game. If you think hard enough, you can do anything – even pivoting your entire business model”. 

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