Smartzer's new partnership with Chalhoub's The Greenhouse is helping to propel shoppable tech innovation in the Middle East.
Smartzer recently participated in The Greenhouse’s first beauty and fashion incubator program. The Greenhouse, Chalhoub Group’s innovation space offers a unique retail tech-accelerator program focussed on accelerating technology-driven solutions and catering towards fast-growing retail startups.
Smartzer's interactive video platform was one of the 5 startups selected to participate in this equity-free accelerator program. The startups were matched with corporate sponsors across the Group to implement proof of concepts with the goal of signing commercial agreements down the line.
The proof of concept for Smartzer was executed with Level Shoes and presented last month during The Greenhouse DEMO DAY to senior management and leaders of the organisation, including Patrick Chalhoub. The brand’s goal was to turn their content into a highly engaging shoppable format that enabled easy product discovery for consumers and shortened the path to purchase.
The interactive video campaign was structured as a series of 4 videos called “What are Those” and featured an influencer who talked through a range of products in 7 minute shoppable videos. The videos were made shoppable with Smartzer so that viewers could click on the products and instantly see the product details with CTA links to each Level Shoes PDP.
The shoppable video campaign saw very high levels of Engagement, averaging around 70% (compared to normal benchmark of 30–40%). In addition to this, Click-through rate was high at 11% (compared to benchmark 9%).
Based on these strong initial results, there is a lot of opportunity to scale up the use of the Smartzer interactive video platform. For example, live shopping events for exclusive product launches could drive impulse purchases, Level Shoes could make all video content shoppable and push a 360 communication plan across social media, CRM, influencer marketing, messaging and more. Stay tuned for the next chapter.
With Christmas just around the corner, brands are ramping up their video content marketing strategies to push revenue through the roof. Flannels is the next UK luxury retailer to finesse the trend.
The holiday shopping period is an incredibly competitive time for brands. The pressure is on to deliver the most eye catching and engaging marketing content in order to draw in customers. Flannels teamed up with Smartzer to deliver a bold, flashy and dynamic video for their "Christmas Day Drip" campaign.
Execution:
Flannels used state of the art interactive video technology to create an entirely clickable campaign. Viewers could click to explore the models looks and be redirected to product display pages. The bright and explosive video content became even more immersive through video interactivity as viewers could browse all the featured products via a scrollable side bar. They were also given a second chance to shop via the replay screen with a product summary carousel.
Results:
Smartzer's interactive video platform enabled Flannels to create a video with the following features:
Clickable overlay with product hotspots
Product popups with look information and buy now CTA click through to PDP
Single product popups with name, brand and pricing information
Seamless Ecommerce integration
Christmas campaign delivery
API integration with up to date product information
Conclusion:
Video content marketing is evolving and adapting to an ever changing digital world. Customers have high expectations for shopping experiences and are constantly looking for fresh and exciting shoppable technologies. As a result, many big brands like Flannels are jumping on the interactive video trend to direct customers to their favourite products to buy. Using interactive video platforms for the holiday period can turn Christmas shopping into an immersive and super engaging experience!
Updated: Nov 22, 2021
Sports Direct took advantage of the latest interactive and shoppable formats to deliver a spectacular Christmas campaign video.
The iconic retailer featured some of the UK's biggest sportsman in an epic shoppable show down including, Jack Grealish, Emma Raducanu, Maro Itoje and more. The brand used Smartzer's cutting edge interactive video technology to allow viewers to shop their favourite influencer's outfit straight from the video.
Execution:
Video interactivity enabled viewers to click to explore a range of looks. The immersive, entertaining and dynamic content was elevated by including the viewer as an active participant. The video was seamlessly integrated into the sites Ecommerce landing page and reflected the Sports Direct branding. Viewers could click on product hotspots to bring up product information and direct links to buy. They could also browse all of the videos featured looks in a shoppable carousel alongside the video.
Results:
Sports Direct created an interactive video piece that resulted in the following features:
Clickable hotspot technology with product information
Group popups with the celebrities full look to buy
Buy Now call to action with a direct link to the product display page
Colour option drop down
Shoppable side bar with all of the featured looks
Replay screen with all the featured products to give the customer a final chance to buy
Influencer marketing techniques to drive sales this Christmas
Seamless landing page integration
Custom player design to reflect the Sports Direct branding
Conclusion:
Sports Direct demonstrated how video interactivity can transform the Christmas shopping experience. By combing phenomenal influencer marketing strategy with clickable exploration, the brand made the viewer feel as though they were a part of the video. The direct shopping links to product display pages shortened the path to purchase. This reduced the amount of time spent looking for items and driving shoppers quickly down the purchase funnel. Using shoppable formats for the Christmas shopping period transforms Ecommerce into an enjoyable and highly engaging activity.