Updated: Jul 13, 2021
A brand new path has emerged for merchants in the form of shoppable content. The possibilities provided by the format appear endless, but how receptive is the 2021 customer to interactive and shoppable content marketing?
It is no secret that the world is constantly adapting to new forms of technology. Human's are always looking to make life easier and often the solution lies on the internet and within our smart phones. With new developments in these areas, our expectations for technology and how we interact online are getting higher and higher. The pandemic has only accelerated this rise.
In fact, in 2021, 59% of customers around the globe have higher customer service expectations than they did a year ago (Microsoft).
There SO many ways in which shoppable content is helping to meet this expectation. Although it has since been around for a while, marketers are only just seeing the shoppable light because...
It gives you instant access to products! Say "goodbye" to endless google searching for that models exact outfit!
Nowadays, customers crave the instantaneous, on-demand shopping experience. Rapid shoppable technology advancements have condensed the purchase funnel more than ever before. Whether it's on social media or on Ecommerce landing pages, it is pushing for bigger, better and quicker revenue.
See something you like? This see now, buy now philosophy supported by shoppable video means the online browsing experience has been simplified and made even more seamless through clickability. Revolutionary, add to cart functionality means that the viewer can buy straight from the video.
The customer is introduced to a more relevant, more personalised approach to online shopping!
Video interactivity has opened the door to audience participation. The customer can now play a role in video content marketing by clicking on product hotspots to view information about products they choose. Customers can click to choose their favourite colour, their size and more to add items to their bag.
It introduces a more engaging, exciting, gamified experience!
With an overwhelming amount of content being distributed across the internet every second, the attention spans of consumers are narrowing. This means it takes a lot for customers to stop and take notice of material. Interactive video provides an exciting, gamified experience that draws in the consumer and holds their attention for longer than standard video. After all, the more engaging the material, the more memorable the brand becomes.
Customers can now get to know their favourite brands more than ever before!
Shoppable formats such as live stream shopping offer customers behind the scenes access to their favourite brands. By signing up to receive invites to live shop events, customers can feel connected to brands through exclusive content with real time video opening the door to virtual face-to-face communication with brand representatives.
Livestream shopping has generated a wide range of real-time content such as virtual consultations, showrooms, shopalongs and tutorials. The opportunities seem to be pretty endless when it comes to shoppable content.
So what's next?
As more brands jump on the shoppable trend, video interactivity will gradually become the norm. Soon, it's possible that standard, flat video will fizzle out with customer expectation lying in shoppable video.
To find out more about shoppable video and livestream shopping formats click here!
Updated: Aug 24, 2021
Brown Thomas have continuously used Smartzer's interactive video platform to create a completely unique, exciting and engaging customer experience. This time, they used interactive video to introduce browsers to Zimmermann's SS21 collection.
Execution:
Using Smartzer's interactive video platform, Brown Thomas created shoppable content implemented as disruptor videos on collection pages. A variety of models wear the clothes on the page to give the customer a clear view of the products, encouraging them to buy. The placement of the videos within the collection allows for easy product discovery and refreshes the standard online shopping experience. Viewers could shop the looks by clicking on products in the video and carousel, selecting size and adding to bag.
Results:
The Zimmermann shoppable video had the following features:
Clickable, interactive overlay with product hotspots
In-feed positioning
Shop the video call to action
Bright eye catching colour palette to engage viewers
Memorable interactivity
Add to cart and size selection functionality
You can view the live shoppable video on Brown Thomas's website here!
Conclusion:
Brown Thomas is no stranger to using interactive video platforms to boost engagement and sales. Neither is Zimmermann, the brand has previously used Smartzer to produce spectacular, seamlessly shoppable runway shows and campaign videos. Using this fresh form of video content marketing can help brands stand out amongst a saturated online crowd by creating a memorable, inclusive and increasingly relevant customer experience.
If you want to find out more about interactive and shoppable video content, visit Smartzer here!
- Jun 23, 2021
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!