- Jun 10, 2022
In the era of immediacy and visual media, a not-so-new concept comes up to disrupt the content market. The concept? Shoppable video.
In 2022, interactive video technology has evolved. Now, brands can make videos and live streams shoppable and even more engaging.
The key thing to question is not why shoppable video should matter to brands. But how brands are going to keep producing engaging content that increases sales and not only maintains, but builds a strong consumer base.
Since 9 out of 10 viewers claim they want to see more videos from brands, statistics say in 2022, 82% of all consumer traffic will be online videos. With most online content becoming video-based, could consumers become bored? And what effect would this have on engagement rates? Shoppable video software is and will be the way brands stand out.
Shoppable video software helps brands
Increase sales,
Achieve higher engagement rates,
Boost conversion rates.
By using a shoppable video, customers do not need to search through thousands of products on a website to find the one item they need.
Instead, they can simply click on a product in a video and add it to the cart. Moreover, brands can create a more engaging video by including some elements of storytelling to it. This way, the target audience can feel emotionally connected with the values of the brand.
According to David Campbell “Storytelling is one of the most powerful ways to breathe life into your brand and is also one of the main components of a solid content marketing approach.”
Telling a good story is a critical part of marketing and brand identity. It helps to shape how people view the brand and enables consumers to begin forging a connection with the company. With interactive video technology, brands can create storytelling content that the customer can engage with and play a part in. With clickable videos, brands can really catch the consumers' eye.
However, interactive video technology has not only been developed to drive innovation in the marketing industry. Those 15 to 30 seconds we see as viewers, sometimes without paying much attention, can cost up to 50.000$.
Hiring models, renting locations, and shooting with high-quality equipment are expensive. Shouldn’t brands be able to monetize and track those 30 seconds?
Shoppable video software analyses the performance of your video. This means brands can know where, when and what is being clicked providing a deeper understanding of how the consumer is engaging with the content. Having this refined knowledge can be used to improve both content and even the product. As a result, this can lead to the improvement of a brand's overall video content marketing strategy and consequently, revenue.
Luxury Australian retailer David Jones partnered with Smartzer to deliver a wide range of shoppable segments, catered to everyone!
For their campaign "The Wonderlist", David Jones produced a series of gorgeous collection page header videos. Varying from menswear, womenswear and even petwear, the videos introduced a whole new dimension to the onsite shopping experience.
Using light box technology, anyone visiting the page could instantly shop the collection by popping out the video from a call to action button. This meant that customers could watch and instantly shop products without needing to search through the entire site. As a result, the shoppable videos provided site visitors with a uniquely instant and direct way to purchase.
Execution:
Using Smartzer's innovative interactive video technology, David Jones tagged 7 videos in total and made each and everyone into a shoppable experience:
This included:
Each video featured an interactive overlay tagged with product information. The viewer could click a look and shop all of the items included without having to search. The scrollable sidebar allowed for easy product discovery and pushed for even more engagement with the brand. As the video ends, the viewer can shop all of the products again, just in case they missed anything.
The execution of these above the collection pages meant that users could learn about the products in a more immersive and memorable way.
Results:
By using Smartzer's interactive video platform, David Jones' shoppable video content resulted in the following features:
Video hotspot technology allowing the brand to add a clickable overlay to their videos
Product tags complete with look images and all of the featured items
Dynamic onsite experience as a result of heightened interactivity
Seamless integration with the David Jones site, with bespoke player styling
Multiple products together in one unique experience leading to fast discovery and increased purchases
Browsable side carousel with all of the looks included
Replay screen featuring a product summary to shop again
Conclusion:
Using shoppable video as collection page headers can transform the basic onsite experience to offer a unique and memorable way to shop. Customers no longer have to search site wide for their favourite products and can make instant purchases from the videos. Using a range of video content across the site can help brands to reach a variety of audiences to target all demographics.
David Jones proves how Smartzer's interactive and shoppable video can elevate ecommerce and allow a brand to stand out from the crowd.
Luxury fashion giant, Jacquemus, partnered with Smartzer to create a series of beautiful shoppable videos for several immersive events.
With the help of Smartzer's interactive video platform, Jacquemus transformed both their 24/24 popup store and their "Le Splash" runway show into a completely shoppable experience. The ephemeral experiences were elevated with interactivity taking Jacquemus' video content marketing to futuristic new levels.
Jacquemus has always explored innovative new ways to host stores and fashion shows and with video hotspot technology, the designer brand is going above and beyond to provide the best online customer experience.
Check out the ways Jacquemus has harnessed shoppable technology to bring the in person experience online....
24/24 Popup Store, Milan.
Jacquemus partnered with Smartzer’s interactive video platform to bring the 24/24 pop-up store experience to life online. The ephemeral space was open 24/7 for three days during Milan Fashion Week and situated in the Palazzo Clerici grand residence in the city Duomo’s district.
The shoppable video generated high levels of engagement as viewers could click to explore the video as soon as they visited the Jacquemus home page. The brand exemplified a fresh and creative approach to bringing the in-person retail experience online and explored the possibilities for leveraging customer purchases from every outlet.
Results:
On-demand interactive video with a clickable overlay
Smartzer hotspot technology to bring up product information and instant add to bag functionality
Shop direct from the video in a matter of seconds
Browsable product carousel with all the featured items
Seamless integration with the Jacqeumus product catalogue
Bespoke styling reflecting the luxurious and clean feel of the Jacquemus eComm site
"Le Splash" Runway Show, Hawaii.
Jacquemus revolutionised runway once again with an astonishing beach side show in Hawaii. They took the online content one step further by applying Smartzer's interactive video technology to the on-demand video. The shoppable video existed on the site landing page, allowing all site visitors to have a front row seat to the most exclusive and highly anticipated show of the year.
Viewers could click to shop all of the looks featured in the show, offering an immersive, interactive experience that boosted engagement tenfold. The stunning runway use case was a hit with consumers, making for a memorable piece of streaming commerce content.
Results:
Interactive video hotspot technology with group popups allowing for users to shop entire looks
Scrollable side bar with all of the modal looks to shop
Seamless integration with the Jacquemus eCommerce, matching the beautiful site styling
Up to date product information straight from the Jacquemus catalogue
Landing page placement with direct add to cart CTA buttons to buy
Conclusion:
Jacquemus sets an example to other luxury brands with premium, state of the art shoppable experiences. With rapid advancements in video content formats, brands should focus on keeping up with the latest streaming commerce trends to provide the best experience for an increasingly tech hungry online consumer. These exciting luxury use cases take standard video to new heights with Smartzer.