- 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 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.
Shoppable video meets runway for SS22, creating a spellbinding, entirely interactive event for viewers at home.
Luxury fashion has never been so accessible with shoppable video functionality. David Jones mastered the art of immersive Ecommerce using Smartzer's interactive video platform. The gorgeous runway show brought luxury trends straight to the viewer with direct links to buy.
The show explored both men's and women's styles with classic cuts and playful florals. This vibrant and captivating piece of video content combined an originally in-person event with the magic of shoppable technology.
Execution:
David Jones used Smartzer's shoppable video platform to take their runway show to the next level. Video hotspot technology enabled the Australian retailer to tag their video with clickable product popups. A viewer could click on a models look to bring up all the pieces featured. They could then click the "shop now" call to action to be directed straight to the product display page to make the purchase. This rapidly drove the viewer quickly down the purchase funnel.
The video also featured a shoppable carousel containing all of the looks featured in the show. This allowed the viewer to quickly find their favourite look and reduced the amount of time spent searching for products.
Results:
By using Smartzer's interactive video platform, David Jones created a shoppable video that resulted in the following features:
Dynamic and clickable overlay tagged with product information
"Shop now" call to action button with a direct link to the product display page
Click to shop call to action to notify the viewer that the content is shoppable
Browsable side bar complete with all the featured looks
Bespoke player design, created with David Jones' luxury site in mind
Replay screen with a summary of all the products featured in the stream
Seamless Ecommerce placement with responsiveness to mobile and desktop screens
Conclusion:
David Jones demonstrates how effective shoppable video can be for runway shows and luxury brands. Previously inaccessible events can become inclusive to viewers at home. The instant links to buy make the show an effective piece of video content marketing with the capacity to boost conversion tenfold. The highly engaging interactive format brings an exciting new technology to light within the luxury sector and sets the bar high for other brands to up their shoppable video content game!