Updated: Jun 18, 2021
How to transform a breadth of onsite content into shoppable and interactive experiences
Photo: Courtesy of Brown Thomas.
Introduction
The year 2020 will, for most businesses, be one to forget. Store closures and global pandemic measures have forced many into administration, and economic stability seems to be a little out of reach. When the going gets tough the tough get going, however, and despite the onslaught of negative impacts this year, some more agile businesses have managed to adapt appropriately, particularly towards online. Brown Thomas and Arnotts, two of Ireland's most iconic department stores, have had their doors closed for the majority of the year. The teams however sought to turn that on its head and ensure that each customer is able to have an online experience to match what they can offer in-store. As part of their digital transformation, one area the team has been looking at is onsite content. With an abundance of inventive content ideas, the team set out to find ways to elevate that content, by making it interactive and shoppable.
Execution
Video: Womenswear AW20: New Dawn - Smartzer interactive & shoppable campaign video, mobile & desktop.
Over the past few months, Smartzer has been working closely with teams at Brown Thomas and Arnotts to deliver upon their shared ambition towards creating engaging and shoppable onsite content. Prior to the latest AW20 womenswear and menswear collections on Brown Thomas, a fully customised shoppable video player was built by the team at Smartzer to seamlessly match the Brown Thomas style onsite. Aside from the custom style, the player was also fully integrated into the Demandware API, allowing for up-to-date product information to be instantly pulled into the Smartzer editor and player. Furthermore, the player also featured an add-to-cart functionality, enabling users to directly add items to their basket while viewing the videos.
Gallery: (Clockwise from top left) Max Mara AW20, Charlotte Tilbury Live Event, Arnotts Gift Grotto, Arnotts Christmas Tree Decorating.
Once the Brown Thomas player was set up and the AW20 videos run live, the teams then took the opportunity to then apply different types of content to the player. What started with regular fashion campaign videos then opened up into a whole breadth of content across the Brown Thomas and Arnotts websites. From makeup tutorials to Christmas tree decorating, the technology was applied successfully across many many different use cases and displayed strong results throughout.
Results
Average Engagement Rate = 55%
Average Click-Through Rate = 18%
Conclusion
Capturing consumers online has become a big focus for businesses in 2020. For Brown Thomas and Arnotts shoppable video has been a perfect accompaniment to their growing online content repository. Not only has the work achieved delivered fantastic results for the team, but it also is a good example of how to make your content go the extra mile online. From a shoppable video perspective the work has been a great testament to the adaptability of the Smartzer overlay, with a whole range of content benefiting from the technology.
- May 30, 2019
Updated: Jun 18, 2021
Proudly presenting SMARTZER X FEELUNIQUE
Feelunique is the largest online retailer of premium beauty products in Europe and one of the fastest-growing e-tailers in the world.
Feelunique.com, a e-commerce site that is well known in our beauty community, especially when looking to buy brands that aren‘t available in regular stores. An unrivalled choice of more than 32,000 products from 500 brands across beauty, makeup, skincare, haircare, fragrance, accessories, and electricals. They ship to over 120 countries worldwide, with dedicated websites in the UK, Germany, Norway, China, the EU, and the US.
We all know the situation: seeing a make-up tutorial and wanting exactly the products which have been used to create this ultimate glow. When it comes to cosmetics, interactive and shoppable videos are a great way to demonstrate which products are being used as the tutorial plays on.
Always wanted to know what a shoppable video is and how it works? Have a look at the interactive video we have done for feelunique.com and the new product line for Caudalie.
Through our innovative technology, we are able to make our clients products more accessible for their customers.
Shoppable content doesn't only make shopping easier and more fun for customers but also helps the brands to track their engagement, product preferences, and behavioural data.
With our video analytic tool, our clients for example can track conversions, top 10 products clicked on and by clicking on the timeline they can see when different clicks are happening and what triggers them.
Updated: Jul 22, 2020
In partnership with Smartzer, Sephora has released their Christmas video campaign promoting the Christmas gifts for the French market on their website. The interactive video features 35 unique and affordable christmas crackers that reveal products such as the Kat Von D Eye and Lip Duo, Too Faced best sellers and Sephora’s own collection. Packaged in festive crackers, the gifts are made shoppable and easily accessible to consumers through Smartzer’s shoppable video html5 overlay tech.
(The Smartzer optimised Sephora FR Christmas interactive video as it sits on the sephora.fr site. Click here to view and discover the video live)
Sephora interactive video Christmas campaign
The interactive video is easily shoppable and prompts consumers to engage with the products in a fully optimised and aesthetic design. Clear call to action buttons allow customer to add directly to their cart (‘AJOUTER AU PANIER’) from within the video, maximising engagement as consumers watch the video. The CTA makes the shopping experience intuitive and successfully converts curious viewers into purchasing customers through the video. As has been seen in other Smartzer projects, consumers are far more likely to engage and purchase products through these optimised videos.
Creating and engaging brand website
The video sits on the sephora.fr site, on the homepage for the christmas promotions. The flow of the interactive video is intuitive, and encourages consumer engagement, which leverages the high-quality video content to generate sales directly within the video marketing content. The embedded shoppable video experience drives up engagement with the products, whilst ensuring the consumer does not disengage when they click on the first product of interest that they see. Smartzer helps Sephora maximise on their video content in a tangible way.
Interactive videos collecting consumer data
Sephora benefits from Smartzer's shoppable technology in a multitude of ways. One more of the services wrapped into the package from Smartzer is consumer behavioural data. The interactive video collects KPI based data on all consumers of the video, from all viewing platforms and all channels of distribution, be them social, in paid ads or on their own website.
Click-through rates, product engagement, add-to-cart clicks, dwell times, view-through rates and many more metrics and analytics are collected by the Smartzer enhanced video, and is reported back to Sephora. Clients can use these data points to inform their future campaigns, and make smarter and more targeted video content - as well as strategise their product line-ups for subsequent campaigns video or static.
A beautiful interactive video to match every brand
The single link to the video on the Smartzer platform automatically optimises itself for viewing on any device, and the entire video overlay is design in-house at Smartzer to match the vibe of the client brand aesthetic and the design of their website.
Smartzer and Sephora have partnered on multiple projects, to create and distribute engaging videos. Smartzer tech helps monetise video content and has been successful in increasing click-through rates and product discovery journeys both within the interactive videos and without - around the brand website. Come the Christmas season, quality video content marketing materials are being produced by brands in the beauty industry and outside it too, targeting consumers with strong buying intention and capturing their attention. These engaged consumers are increasingly, with the help of Smartzer tech being converted into revenue generating leads and valuable sources of consumer behavioural data.