IS THE FUTURE OF RETAIL SHOPPABLE VIDEO?

If one thing has been proven this year, it's that it cannot predict or plan anything! However, with rapid move to the online retail space, we can consider the possibility that these e-comm technologies will continue to be extremely relevant in the future.

The pandemic has changed the way we shop completely. More and more of us are shopping online right through from Gen-Z through to Baby Boomers. The stay at home message meant that bricks and mortar stores closed and some made the permanent move online.

As a result, the e-commerce space has become saturated with content, virtually all brands are competing alongside each other to sell online. So, a virtual rethink has opened the door to new formats of content marketing.

What is shoppable video?

Shoppable video formats allow viewers to make purchases straight from the content. Videos have an interactive overlay that lets consumers click to explore product information such as price, size, composition and more. A CTA encourages viewers to click through to product pages, add an item to basket, sign up to a mailing list, book a test drive and more.

Shoppable live streams have also provided brands with a welcome solution to cancelled in-person consultations. Viewers can tune into live broadcasts and shop direct by clicking on product popups that appear on the screen. They can also browse a shoppable carousel as the stream plays. The customer can add items directly to their bag or be transported to product pages.

Why could shoppable video technology be the future of e-commerce?

Nowadays, shoppers are looking for convenience and accessibility. Even with restrictions lifting and vaccine rollout, people are still reluctant to head out to busy shopping centres. Shoppable live streams remove the need for in-person consultations, providing a bespoke shopping experience from the comfort of peoples homes. Consumers are constantly looking for new ways to connect with the brands they love. With shoppable video, brands can create a personal experience that stays in the customers mind, building brand loyalty.

Social media has become clogged with advertising content, it can be difficult to stand out. With shoppable, interaction video, viewers become participants in the content, engaging audiences 3-4 x more than standard video. Content also provides consumers with direct links to product pages boosting click through rate and sky rocketing conversion rates.

The beauty of video, is that it shows off the products in 360 degrees, giving customers the confidence to buy online. You can also display multiple products in one video, making them ideal for product discovery. Using interaction videos on landing pages can introduce a consumer to your brand and allow them to select products that are the most relevant. They can see their specific size, favourite colour and more within one video.

Interaction videos provide powerful metrics giving insight to customer behaviour at every stage of the purchase funnel. Unlike standard video, awareness isn't just tracked with views, but interest is registered through clicks on hotspots, consideration through the click through to product pages or e-commerce and conversion through add to cart, form filling or purchasing.

With technology rapidly advancing, it is without a doubt that shoppable live stream and interaction video formats will become even more effective at connecting with customers. With 78% of marketers saying that interactive video is worthy investment, it shows that soon, this kind of video content marketing will become the norm.

How to make interactive video

Jumping on this e-comm trend doesn't have to be difficult! There are plenty of interactive video platforms out there who can show you exactly how to make interactive video. Smartzer's platform provides a quick and simple solution to shoppable video tagging. Users can manually add their products by inputting details or import using product API. They can add product hotspots by dragging and dropping products onto their video, this makes the content clickable and shoppable. Videos can be shared via a URL across all social media platforms and can be integrated into e-commerce landing pages.

Check out more info from Smartzer here!

E-COMM 101: WHAT IT TAKES TO WIN WITH SHOPPABLE CONTENT

Thanks to smartphones, taking your business online is a necessity in the 21st Century. If you aren't already online, you could be missing out on massive revenue.

What is needed to sell online?

Firstly, you will need a website that visitors can buy from. There are loads of platforms that can help you get started such as Wordpress, Magento, Big Commerce and Shopify. Once you have set up your business up on an ecommerce platform, you can then get busy marketing it.

When creating content to market your ecommerce you need to consider every stage of the purchase funnel and optimise your site to suit your target consumers needs. The key stages are as follows:

Awareness: consumer comes across your brand (advert, social media post, email, search engine).

Interest: consumer shows interest in your brand and begins to explore it in more detail (click through to product page, ecommerce site).

Consideration: consumer considers buying the product, looks for more information such as reviews or product comparisons.

Conversion: consumer decides to make a purchase, sign up to a mailing list or book a consultation etc.

How to give your ecommerce an edge

Understanding the funnel makes a good start, but creating content that engages and educates to lock the customer in at every stage can boost your revenue massively.

Video ecommerce is optimised for most stages of the funnel. That's why 86% of marketers use video in their content marketing strategies. However, the effectiveness of standard video can be difficult to measure through metrics. One effective solution to this is shoppable, interactive video.

Using interactive video platforms like Smartzer can help you turn standard video into shoppable content that converts. Video ecommerce can drive your customer quickly down the purchase funnel, here's how it works...

Interactive video engages and informs the viewer early on in the purchase funnel. Consumers can click to explore hotspots that provide information on product offerings. This educates the consumer in a short space of time and the clickable elements turn the passive viewer into an active participant. This grabs their attention and reduces user drop off. 'Hotspot' product popups contain calls to action that encourage viewers to click through to product pages, add items to bag or book an appointment straight from the video. This pushes the consumer towards the conversion stage, giving them a direct way to buy. As a result, the awareness phase can be measured through views, the interest stage can be measured through clicks on popups and the consideration phase can be measured through CTR. This means that interactive video platforms can help you to create entirely measurable and monetised content.

Using interactive video ecommerce can increase conversions by 400%, especially when used on ecommerce landing pages as well as sharing on social media. They provide an effective, engaging way to quickly turn uninformed visitors into qualified traffic.

Stay on top of trends

With interactive formats trending, applying these to your ecommerce can take your brand to the next level and maintain its relevancy.

In fact, live shop formats are the latest trend sweeping the internet.

Similar to shoppable videos, live shop formats allow customers to shop directly from the stream. However, viewers can make purchases in real time. These exciting shopping events provide a virtual solution to in-person shopping, engage viewers and encourage impulse purchases.

Using live shopping on your ecommerce can help you to connect with your audience and boost your brands popularity and customer loyalty. Interactive video platforms like Smartzer can help you to embed live streams on your online store in a quick and simple way.

For more information on live shop formats and video ecommerce visit Smartzer here!

THE BIGGEST LIVE STREAM EVENTS OF 2021 SO FAR

The pandemic has changed our lives. So much so, that we can barely remember what life was like before. However, one of the key things the world has realised is how useful the internet can be at making everyday interactions accessible during a socially distanced time.

The events industry has taken a colossal hit during COVID 19. A year onwards, rubbing shoulders with strangers in a sweaty club feels like something from an alternate dimension. But, many events organisers have decided to overcome barriers put in place by pathogens to give people interactive, inclusive shows virtually through the miracle of live stream.

This format has proven to be so effective, that it is likely to persist even after the pandemic. Organisers are considering the possibility of 'Hybrid' events, events that have both in-person and at-home audiences. With many expected to feel wary about stepping into a crowd as a result of COVID anxiety, this hybridisation of audiences includes all, regardless of social confidence level. Not only this, but the retargeted focus of events towards at home audiences has made many shows far more accessible for people with disabilities. Live interactive video events have given many a new lens to access their favourite artists and brands.

There have been some incredible attempts to recreate the in-person experience of events in the comfort of peoples homes. Check out some of our favourites from 2021 so far...

Bloomingdales X Jimmy Choo: Virtual Shopping Events

Bloomingdales have reached to the internet to sell products to customers through virtual consultations. Their live video shopping events are an example that shows how retailers have combatted obstacles that have kept their bricks and mortar stores shut. They prove that through technology, the in-person shopping experience can be replicated online. Viewers who signed up to the show in advance received complimentary macarons and cocktails and the first 50 buyers received a free fashion sketch. Jimmy Choo's creative director, Sandra Choi then displayed her favourite trends for spring. Choi was able to demonstrate the glittery glamour of the shoes to audiences at home who were able to see the products in 360 degrees. Bloomingdales has also produced 50 more virtual shopping events to their customers during the pandemic.

Oscar Party with Elton John and David Furnish

The Oscars is one of the most highly anticipated events of the year. Perhaps the second most anticipated event would be Elton Johns famous after party! Harnessing the power of live interactive video, viewers at home could purchase tickets for the event to support the Elton John AIDS Foundation and get exclusive, behind the scenes access to a party for the stars. The event took place on the 26 April and was hosted by A-listers, Dua Lipa and Neil Patrick Harris. The show raised over 2 million dollars for the charity.

London Fashion Week 2021: Free Virtual Hybrid Event

With audiences gradually being reintroduced, there are still limits on capacity. So, London Fashion Week 2021 made their shows even more accessible by allowing some in-person viewers, then streaming online to all. The schedule ran from the 12th to the 14th June and streamed a variety of designers and collections. This ranged from the hottest forecasted styles to out of this world, entirely digital collections. The virtual live event gave everyone a front row seat to the most exclusive show in Fashion.

Covid is No Joke: Virtual Comedy Festival

Some of America's biggest comedians got together to encourage audiences to laugh during challenging times. Will Ferrell, Chelsea Handler, Elizabeth Banks and Jack Black were among the star studded line up reaching people at home. The live interactive video was hosted on YouTube with audiences communicating in the chat bar. The event provided much needed comedic relief for viewers.

Live interactive video can come in many forms. If you are interested in hosting virtual shopping events or live video shopping visit Smartzer's website here!