- Jul 29, 2021
Online audience's are constantly evolving and developing and as a result, shoppable content has been given the crucial space to grow.
Recently, marketers have seen big changes in online audience demographic. It is no longer true to say that online consumers are explicitly Gen-Z. Now, close to a third of Instagram's users are aged 35 or older. Even TikTok is reaching a greater variety of age groups with 40% of its users older than 25 in 2019. 2020 pushed these demographic changes even further with many reaching towards their mobile phones for entertainment and shopping solutions when businesses were closed.
With this transfer, shoppable content has found new footing amongst a wide range of audiences. This has been largely down to how easy the interactive format makes shopping. Directly linking viewers to buy the products that they see on screen and offering them a wide range of sizing and colour options as well as product information.
Shoppable content makes life easier for online shoppers. They can seamlessly move from the content to purchasing the product – so no secondary websites, redirects or endless searching. Just instant, direct sales. This cuts out any “thinking time” and targets impulse purchase shopping.
At the touch of a button, consumers can purchase the exact product from a video. This has opened the door to a more instant, personalised, engaging way of shopping. With this brands can produce a customer focussed experience.
Here are some key examples of inspirational shoppable content shared online...
Shoppable text and articles...
In Net-A-Porter’s editorials, “Shop the Look” anchor links have been included under each image, giving the reader the opportunity to buy the featured product from a pop-up on screen. Read insightful interactive content and buy straight from the story in an engaging entertainment fuelled reading and shopping experience.
Shoppable images and lookbooks...
Jack Wills seamlessly used the magic of shoppable content to create an interactive campaign look book. Customers could browse new collections, learn about the product and then click a CTA to be directed to the product page to buy.
Interactive Video...
Luxury fashion brand, Oroton, took shoppable content one step further with a completely immersive and interactive runway show. Viewers could buy entire looks fresh from the runway in a 'see now, buy now' experience. This interactive campaign was seamlessly created using Smartzer's interactive video platform.
Livestream Shopping...
Clarks embraced a more social way of selling through livestream shopping. This form of shoppable content enabled the brand to sell in real-time, featuring products and interacting with viewer comments in the chat bar. Smartzer's interactive video platform allowed Clarks to reach incredible levels of engagement.
See the most gorgeous jewellery trends with Marina B's luxury shoppable content using Smartzer interactive video on Shopify.
Marina B boosted their video content marketing content with interactive and shoppable formats. Explore and entire collection in seconds by pressing play and tapping the screen to view product details. The brand creatively used video interactivity on their Ecommerce landing page to turn site visitors into qualified traffic by introducing them to a variety of products and information.
Execution:
The video seamlessly shows off a variety of styles as a model picks up and models the jewellery. By featuring multiple pieces the video introduces the viewer to their perfect accessory. The viewer can click product hotspots to view more details like pricing and add the jewellery straight to their bag. Consumers can also browse the shoppable carousel to the left hand side of the video to see all the items as the video continues to play.
Results:
By using Smartzer's interactive video platform on Shopify, Marina B was able to create a video that featured the following:
Clickable, interactive overlay tagged with product information
Single pop-up displaying jewellery image, name pricing, 'add to bag' CTA and 'discover more' link to product display page
Shoppable carousel containing all the featured pieces
Replay screen giving the viewer the chance to reconsider products and replay the video
Add to cart integration for easy, quick purchases
Seamless landing page integration
'Click to explore' call to action to notify the viewer that the video is shoppable
Check out the video live on Marina B's website here!
Conclusion:
Shoppable video can work for a variety of different products, especially jewellery. Marina B effortlessly shows off multiple pieces from a beautifully ornate collection to introduce and educate their customer in a matter of seconds. By using video interactivity, jewellery brands can massively increase customer engagement. Seeing products through the format of video is far more informative than static imagery and with the additional click, customers can feel encouraged and confident enough to commit to the purchase.
If you want to learn more about shoppable video visit Smartzer here!
And to learn more about our exciting new Shopify app click here!
- Jul 15, 2021
Read the latest and greatest shoppable content news for the summer of 2021 and what this means for brands.
With temperatures rising and holidays (or staycations) approaching, fans are on the look out for trending summer styles to refresh their look. With brands rushing to meet demand, shoppable content has helped many to deliver the latest collections with the click of a button.
We have seen a huge rise in brands participating in shoppable trends this summer and many are embracing the incredibly engaging, instantaneous 'see now, buy now' technology. Especially in the wake of the global pandemic.
So, if you want to shake up your dusty digital marketing, Ecommerce methods, check out how these household names have been embracing digital change with mind blowing, inspiring shoppable videos.
Jacquemus harnessed the power of shoppable video to let their fashion savvy fans buy straight from the runway!
Reimagining shopping in 2021 means making products even more accessible for customers.
Jacquemus astounded audiences with their 'see, buy, wear now' runway show. This dynamic, interactive and seamlessly shoppable show was created using Smartzer's interactive video platform and generated super high results.
See A-list models such as Kendal Jenner effortlessly display the Fall 21 'La Montagne' collection featuring timeless silhouettes in vivid colours that echo the beauty of the natural world.
Optimising this for the digital space, the brand seeks to create a more relevant, “more adaptive, modern and flexible approach. Our goal is to maintain the momentum between our presentation and product availability”, translating the energy of the show into immediate sales via a clickable overlay.
Check out the video live here!
ITV announces revolutionary shoppable TV
As the first of its kind in the UK, ITV is breaking boundaries with shoppable TV. Soon, viewers will be able to purchase the exact same lipstick as their favourite love islander with a popup that takes them directly to the product page on the Boots website.
ITV has used The Take's technology to connect to LG TV sets to allow viewers to shop using their remote. Explained by ITV, the service identifies and tags featured products during programmes and notifies viewers that products on-screen are available. If a viewer is interested, they can select to view more info with their remote and make a purchase via the vendor’s site or a link sent to their phone.
This extra layer of interaction makes for an incredibly special shopping experience unlike any other. Viewers can engage with their favourite brands while being entertained by their favourite show.
Klarna acquires conversational commerce platform Hero
The wear now, buy later has branched out into the social shopping sphere with some help from Hero. With over 90 million active users worldwide, Klarna seeks to optimise the shopping experience by opening up a new channel of communication using video call, chat room and chat bot technology.
Hero focusses on bringing the in store experience, online. The technology connects online shoppers with in-store representatives to provide a personalised customer service experience. Book one-to-one, one-to-many consultations to discuss products in more detail and ask for style advice.
This new hybridised version of online shopping will unlock growth for retailers by enabling consumers to make informed purchasing decisions as part of an engaging and personalised shopping journey.
Walmart and Kraft Heinz partner with Eko to produce 11 tasty and shoppable videos.
Using Eko's interactive video platform, Walmart and Kraft Heinz have created a variety of shoppable recipe tutorials. Viewers can choose which recipe they want to see being made and can purchase all the ingredients straight from the video by adding them to a shopping list.
This new form of grocery shopping reimagines a household chore to be fun, entertaining, educational and memorable. The convenient and hyper personalised experiences make shopping even more relevant to the customer.
As a result, Walmart and Kraft Heinz give a usually boring activity a face lift, setting an example for other food and beverage brands.
If you want to find out more about how you can use shoppable content with your brand, visit Smartzer's website here!