JD Sports produced one of the most highly anticipated ads of the holiday period using Smartzer's interactive video platform.
JD Sports' Christmas video featured some of the biggest UK names of the moment including Aitch, KSI, Maya Jama, Little Simz and more. Viewers could shop their favourite celebrities look by clicking video hotspots to reveal direct links to the products. This revolutionary technology elevated an already incredibly dynamic video to be even more immersive and inclusive for JD Sports customers.
Execution:
JD Sports used Smartzer's interactive video platform to add an interactive overlay to their video content. The brand was able to add hotspots to celebrities in the video so that viewers could shop the look from group product popups. They could then open the product display page by clicking the shop now call to action. The video also featured a shoppable side bar within which the customer could click individual products to shop. The end screen also provided viewers with an additional chance to buy with the replay carousel.
Results:
The interactive shoppable video resulted in the following features:
Clickable overlay with product hotspots
"Shop Now" CTA with direct links to product display pages
Group popups with multiple product so viewers could "Shop The Look"
Shoppable side carousel featuring all of the products
Customised player to match the JD eCommerce
Seamless landing page integration with a responsive iFrame
Replay screen with shoppable product summary
Conclusion:
With Christmas fast approaching, JD Sports harnessed new shoppable video software to make shopping more exciting, entertaining and simplified. With direct links to products, interactive videos save users the time of researching and hunting down specific products that they have seen their favourite influencers wear.
Interactive and shoppable formats can turn Christmas shopping from a chore into an immersive and fun activity!
Updated: Nov 10, 2021
In the marketing and eComm world, there is an undeniable buzz of excitement towards streaming commerce formats, both on-demand and real-time.
78% of people watch online videos every week, and 55% view online videos every day. In fact, that 54% of consumers want to see more video content this year (Social Media Week)
63% of social media marketers believe that live video will become more important in the coming year (Sprout Social)
43% of businesses plan on using interactive video in the coming year (Social Media Week)
These game changing stats outline the lean towards video formats and the ever-growing appetite for more inclusive, immersive online shopping experiences.
Streaming commerce has presented brands with the perfect solution for bridging the online-offline divide. Clickable, shoppable formats use video hotspot technology to draw in a viewer and hold their attention. The viewer can engage and interact by tapping to view product information and direct links to buy or add the item to their cart. The beauty of shoppable video is that it includes the customer as an active participant in the content, giving them the opportunity to personalise their experience.
Live stream formats connect brands to customers in real-time, offering a social shopping event that drives impulse buys through the roof.
Shoppable on-demand content stands out against a sea of flat, standard online content and grips the viewers attention to push them quickly down the purchase funnel.
A variety of industries can capitalise off of these two game changing shoppable video technologies to boost revenue and prove a strong ROI on marketing material.
The Beauty Industry
Shoppable video offers beauty brands with the perfect solution to demonstrate their products as clearly as possible. Video gives the viewer a 360 degree view of a cosmetic product as they are able to note a variety of shades and tones as well as the look on a model.
Beauty brands could use shoppable video software to offer their customers a unique and memorable shopping experience. They not only entertain, but inform the viewer giving them the confidence to buy:
Shoppable live stream tutorials allow the viewer to tune into a product demonstration in real-time. They can ask questions, choose colours and buy directly from the stream.
Shop the look on-demand video allows a viewer to click to buy all the products featured in a models makeup look. This reduces the amount of time spent hunting for specific products, something that can be a challenge with makeup
NARS mastered on-demand shoppable video to create an interactive customer experience:
The Fashion Industry
Interactive video platforms have proved themselves to be a saviour for the fashion industry over the course of the pandemic and beyond. Video offers the perfect opportunity for fashion brands to show off products in detail. Customers can see the texture of fabrics, the flow and structure of styles as well as colour and size options. Shoppable video for the fashion industry has helped customers shop from the comfort of their homes through:
Live stream shopping styling videos that let customers buy discounted products/unreleased products straight from the stream
Shoppable collection videos that allow the viewer to purchase the seasons hottest products
Shoppable runway shows that enable viewers to have a front row seat to shop the latest pieces
Shoppable ads market products to targeted customers and offer a direct way to purchase.
Jacquemus allowed viewers to pre-order luxury products via an entirely shoppable runway show.
The Automotive Industry
Although it is unlikely that someone will buy a car directly from a video they see online, interactive video provides car shoppers with a direct, engaging way to discover.
Shoppable explorative videos tagged with information hotspots provide viewers with an interesting way to learn about the features of the car.
Live stream product demos show off the features of the vehicle in real-time, giving a clear and honest demonstration of the product
Explorative video ads using interactivity can drive more informed traffic to a car retailer's Ecommerce
MINI used a shoppable ad format on social media to allow customers to explore the new MINI Countryman.
The Electrical and Technology Industry
Electrical brands can use live stream shopping and interactive video formats to engage and educate customers about the latest models and technologies of the moment. By using state of the art shoppable video platforms, electrical brands can demonstrate their innovative products via a rapidly developing and revolutionary format.
Live stream events to sell products with special discounts in order to show off functionality in realtime
Shoppable videos to tell the viewer more about a product via clickable hotspots that feature add to cart ability or links to product display pages
Samsung used Smartzer's live stream shopping technology to deliver a series of shoppable, real-time events.
The Holiday and Travel Industry:
Holiday and travel brands can use shoppable video content to take viewers on a journey. The customer clicks to find out information about a destination, such as landmarks, climate, restaurants, shops, bars, hotels, activities and more.
Explorative shoppable videos that allow viewers to click to reveal details about a holiday
Live streams from exclusive destinations show off your holiday destination in real time, perhaps with opportunities for viewers to purchase exclusive packages
Amazing Thailand used interactive video for a tourism advert. Viewers could click areas to discover attractions and activities.
The Food and Drink Industry
Even the food and drink industry could see serious conversion rates through shoppable, interactive technologies. The easy method of online shopping removes the chore from food shopping and introduces a fun and simplified way to buy groceries.
Shoppable tutorials on-demand and live stream can direct your viewers to their ideal food products or cooking utensils. Shoppable tutorials combine entertainment and learning with click to shop technology that speeds up and diversifies the weekly shop.
Arnotts cooking club used interactive video to create an entirely shoppable cooking tutorial featuring celebrity chef, Donal Skehan.
Despite the global pandemic, holiday sales rose by 8.3% in 2020, according to the National Retail Federation (NRF), the world’s largest retail trade association. This includes a 23.9% increase in online and non-store sales.
Thanks to rapid technological advancements and the global pandemic, holiday shoppers have already shifted their purchasing habits. As a result, online shopping is as popular as it has ever been.
In a world where information is at every shopper’s fingertips, video is a powerful tool to spread brand awareness.
Adding video to the holiday marketing strategy is a great way to engage holiday shoppers. Here are several reasons to keep in mind:
There are 74% of users who purchased a product or service right after watching an explainer video.
92% of mobile video consumers watch videos with their network of friends on social media, a good indication to spread brand awareness in a short amount of time.
There are a lot of mobile consumers that love videos since 51% of all videos are played on mobile devices, and that number continues to grow.
In order to catch the attention of holiday shoppers, brands need to create a well-placed video that will hook them just in time for the holidays. Leveraging video content will create memorable interactions with brands and holiday shoppers. Video will also help brands hype their holiday promotions, making holiday shoppers more excited to launch their holiday products and sales.
TIP 1: Reach holiday shoppers as they browse their feed by inspiring action with video.
Video content has evolved into more than just a tool for entertainment. It has become a tool that holiday shoppers seek to learn, seek, and inspire their gift purchases. While holiday shoppers watch videos on their social feed, make sure that the brand’s video content is compelling enough to convert passive browsing to active shopping. To encourage clicks and conversions, make the brand’s video ads a holiday window shopping tool when they see your product ads.
TIP 2: Engage customers as they research holiday gifts with interactive video ads.
Holiday shoppers tend to do research first before buying products online. They compare prices, look for sales, and check out the latest reviews. Today, video ads are more than just an awareness channel for holiday promotions. Brands can make interactive video ads by adding direct response elements in their video ads.
TIP 3: Covert holiday shoppers looking to purchase with interactive shoppable videos for a frictionless shopping experience.
Customers value a frictionless online shopping experience for the holidays. They want to buy a product online as soon as they have decided to buy it. Reach holiday shoppers more effectively with shoppable videos. Brands can also try adding video personalisation to shoppable video ads. It will help holiday shoppers have a unique holiday shopping experience.
Digital video is no longer simply an awareness channel. During the holiday season, more brands will look to make static video ads interactive by adding direct response elements to videos. Advances in rich media and video hotspot technology are making it easier to create interactive video campaigns while platforms like YouTube continue to enhance shopability on videos. Brands are making similar moves as well: Swarovski harnessed Smartzer's video hotspot technology to create an immersive and dynamic shoppable video campaign for their "Collection II".
"Historically a lot of people have thought about video ads as a very top of the funnel approach to create awareness, but in 2018 a shoppable video ad can also be used as a direct response tactic," said Adam Aslatei, vice president of marketing at Jun Group. "We need to widen our approach to video because in today's day and age, an interactive video campaign can literally lead to a purchase."