HOW SHOPPABLE CONTENT HAS BECOME THE NORM

Without realising, our internet browsing experiences are now filled with shoppable content

So what is shoppable content?

Anything can be made shoppable if it provides the consumer with the opportunity to buy from it. For example: social media posts, blog posts, native articles, livestream shopping, images and videos. Shoppable content provides the consumer with an easy way to buy either from a link or from a clickable call-to-action such as 'buy now' or 'add to cart'.

Why are we seeing more content like this? Especially shoppable video?

More than 50% of buyers say that these personalised online experiences are important to them. The beauty of clickable video and shoppable content is that it supports user interactivity. The viewer can click on an interactive overlay to find out product information or choose options to personalise the content that they see. This gives them a bespoke and memorable digital experience of the brand. , Experts predict that worldwide e-commerce will generate $4.9 trillion in sales next year, and by 2040 as much as 95% of shopping will be facilitated by e-commerce. So, your marketing content will need to reach your customer through the noise of billions of others. Shoppable video content provides a personal, informative way of promoting content which helps to build customer trust online. It also engages 3-4x more than standard video.

Who is using shoppable video successfully?

Several brands have started to partner with interactive video platforms like Smartzer to generate engaging, exciting and monetized marketing content.

Here are a few examples of effective clickable videos done by brands:

Zimmerman X Smartzer: RTW Spring 2021

Luxury fashion brand Zimmerman, created this incredible and completely shoppable run way show. Using Smartzer's interactive platform, they were able to add clickable hotspots to their show. Viewers could engage with the content by clicking looks and adding products to their basket.

Bloomingdales UAE X Smartzer: Ramadan Collection

Bloomingdales UAE partnered with Smartzer to create this sleek and stylish shoppable video for Ramadan. The shoppable video content was used on their ecommerce landing pages for anyone to shop from. There were multiple products featured for every member of the family. This meant that anyone visiting the website could use the video for easy product discovery.

Arnotts X Smartzer: Cooking Club

It isn't just fashion and retail brands using clickable content online. Arnotts cooking club used Smartzer's player to create a shoppable cooking tutorial featuring chef, Donal Skehan. Viewers could learn how to make delicious lamb meatballs and shop along to purchase all the utensils featured.

To learn how to make shoppable video that engages, educates and converts visit smartzer.com

HOW SHOPPING PATTERNS ARE SHIFTING TOWARDS STREAMING COMMERCE

Online shopping has come a long way in the past 10 years and in fact, the past year. So how are our digital shopping habits changing in a new age of technology and retail?

While businesses are adapting to a new digitally dependent age amid the global pandemic, customers are changing the way that they shop.

1. Rapid transfer from high-street to ecommerce

Online shopping has become a go to for purchasing goods. In the face of 'stay at home' orders, many of us became dependent on the internet to order our weekly shops, electrical goods, apparel, skin care and more. In fact, there was a 35% increase in the online purchase of essentials like over-the-counter medicine, groceries, household supplies and personal care products and clothing, makeup and jewellery saw a 15% increase.

With the increased demand for goods online, there has been a rise in shoppable content that we see on social media, within ads and on ecommerce landing pages. In fact 93% of marketers in 2021 said that they had landed new customers as a result of shoppable video content marketing. As a result, we can see an increase in the amount of shoppable content in online feeds. With most posts featuring clickable calls-to-action that allow viewers to shop directly from the video or direct them to ecommerce. This content is known to increase conversions by 4X that of standard video.

2. Millennials and high-income earners are key online buyers

Millennials and higher income earners are the big spenders across categories, spending money on essential and non essential items. But what about Gen Z? Young adults and teens have moved their spending online for categories such as footwear, at home entertainment and food takeout. Gen Z are more likely to find products via social media platforms, especially Instagram and TikTok. In fact, the shift towards social media has seen the platforms upgrade to include shoppable content formats such as live shop technology. Viewers can now tune into shoppable livestreams to purchase goods in real time. This 'see now, buy now' ethos appeals to younger viewers and encourages impulse purchases.

3. Consumers are switching brands to support local retailers

During the past year community spirit has been high. People are looking to shop local for convenience and to support the community. This can be put down to both travel restrictions, the threat of online on the physical high street and concerns over environmental record. More buyers are looking to buy products from businesses that are more sustainable than some of the big fast fashion names. In the face of the pandemic and the climate crisis, people are looking to support smaller businesses with less of a carbon footprint, use less plastic and make goods from recycled materials.

4. However, online retailers are still popular as people are hesitant to go back to regular activities outside their homes

73% of American consumers are still reluctant to resume regular life outside their home. They choose to do grocery shops online, delivered to their homes or available for curb side pick up. Public transport, wearing a mask to go shopping and large crowds are just some of the everyday occurrences that are preventing consumers from visiting the high street or attending events. The introduction of live shop events has helped to bring the offline, online and allow customers to shop in real-time with store associates. Shoppable content used in video content marketing gives viewers a clear and informative view of products, giving them more confidence to buy online without the need to go into physical stores.

5. Health and hygiene are now more of a priority than ever before

59% of customers are shopping more health consciously. Consumers are prioritising health, hygiene, cleanliness and safety in what they buy. Immunity enhancing products have had a surge in sales, multi-vitamins have seen a 40% year-over-year increase. From now on, 48% of consumers intend to maintain new health and wellness habits that they have adopted during the pandemic.

To learn how to create shoppable content and live shop events visit smartzer.com

SHOPPABLE ECOMMERCE TRENDS TO WATCH 2021

These days the internet comes first and bricks and mortar stores second. Consequently, ecommerce is becoming increasingly competitive.

Trends need to be monitored more than ever for brands to stay relevant. So, here are the latest trends to keep an eye on in 2021.

1. Thanks to COVID, the future of ecommerce looks bright

The growth of online sales figures is increasing and will continue to increase. It's projected that digital sales will rise from $4.9 trillion in 2021 to $6.4 trillion in 2024. This will be nearly twice the figure of 2019. People like the comfort of shopping from their homes and technology has helped to make this happen. Video ecommerce has transformed to include more interactive and shoppable video to increase trust for buyers online.

2. Mobile buyers are on the rise

Mobile optimisation has become a necessity for most retailers. Whether this is simply for websites or by creating apps, brands need to make sure product content is easy to view on a small, hand-held screen. By 2022, sales made on mobile devices will total $3.79 trillion. Most people browse and research on their phones before making a decision. Millennial and Gen-Z users are constantly looking for fresh product content on apps. Video streaming apps like TikTok and YouTube and now Instagram and Facebook have adapted to incorporate interaction video functions so that stand out content can be created by brands.

3. Social media has never been more relevant

With 67% of young people spending more money online now than before the pandemic, social media content is being optimised to include 'buy now' functionalities. Shoppable video technology is giving viewers direct links to purchase products they see in posts. Viewers can simply click a link to be directed to a transactional page, without even leaving the app or window. Brands are racing to use interactive video platforms to create unique, engaging and clickable video ecommerce on social media.

4. The climate crisis is heavily impacting consumer decisions

With the world in a state of environmental emergency, many customers are looking to shop more sustainably. This could be from brands who use less plastic packaging, reduce their carbon emissions or make products from recycled materials. 39% of digital consumers say they would avoid brands with poor environmental records.

5. Bespoke, personalised experiences are more attractive to buyers

Consumers are no longer satisfied by static images, standard video and text content. Shoppers want to feel involved in the buying process and are seeking more personalised ecommerce experiences. So, interaction videos are becoming more and more relevant in content marketing strategies. This is because they turn the passive viewer into an active participant. Consumers can click, drag, spin, zoom videos to find out more information on a product. This exciting form of technology is growing exponentially. In fact, more than 50% of buyers say that these personalised online experiences are important to them. Livestream shopping has allowed brands to broadcast to customers in real-time to provide an exclusive, personal shopping experience. It is events like these that are soaring in 2021 and expected to soar beyond.

To find out more on how to create interactive and personalised video ecommerce visit smartzer.com