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!
Content marketing has evolved greatly over the decades; from print, to drawings, then to images and now video and live streaming have entered the chat. Static, idle content just isn't cutting it any more for customers; they are now expecting that content has some aspect of shoppability so that they can discover, learn about and buy products seamlessly and with as little clicks as possible.
Unlike the pre-internet world, brands no longer have to solely consider bricks and mortar selling, they now have the digital world to think about. According to Shopify's recent Future of Commerce report, the most successful brands don't treat treat online and offline selling as separate entities- but as equally important forms of commerce that each require strategy. Shoppable content has revolutionised the way brands and consumers interact and engage on digital platforms and it is crucial that brands are constantly evolving their shoppable offering in order to provide their customers with the best experience possible.
The creation of e-commerce (and social media) means that millions of shoppers are clicking on posts, pages, stories and videos every month in order to learn more about products. They do this for inspiration, to find new products, be educated on specific features, and ultimately to convert. However, the purchase journey isn't always smooth; customers may convinced to buy an item, but how do they purchase? Before shoppability, this meant a multiple click journey that not only was difficult for brands to track but meant customers often gave up or got bored.
Today's consumer demands the ultimate shopping experience with few clicks and minimal redirects; enter shoppability! But what are the best formats for brands to use, where they can maximise margins and minimise friction? Here are two popular formats taking the commerce world by a storm;
Shoppable Video
Shoppable video is a fantastic format for transforming video content into interactive & shoppable digital experiences. Brands can take campaign videos, runway shows, ad campaigns, repurposed influencer content, styling videos, educational pieces and add an interactive overlay that allows customers to click on hotspots to discover featured products and add to cart directly from the video.
Brands can add custom tags that highlight specific features of a product, for example; the automotive industry can use the hotspots to bring certain features of the car to life. For beauty brands, they can easily tag up tutorials with specific products so that customers can easily discover & purchase. Jewellery & fashion brands can bundle products into a 'shop the look' functionality where customers can buy all the products of a certain look. The possibilities are endless with shoppable video!
Click on the image to explore Oroton's shoppable campaign, powered by Smartzer!
Live Shopping
Live commerce, having originated in the East, has become a global phenomenom - with global brands such as Levi’s, Macy’s, Samsung, Aldo, Sephora, Walmart, Forever 21, Very UK and Charlotte Tilbury all implementing the format in some form or another, hosting various shoppable events throughout the past year.
Western brands have adapted live shopping to suit their brand image and customers needs and online selling has never quite been the same since! Live shopping is set to grow even faster in 2022 and it’s here to stay. It has been estimated by McKinsey that it will make up 20% of global ecommerce by 2026.
The format allows brands to host curated, premium and authentic experiences for their customers, and has been hailed as the next best thing to being able to experience a product in store. Furthermore, some brands have even began to live stream from stores (sometimes with influencers), or other offline events, allowing customers from around the world to tune in and experience these events digitally. The offline and online worlds are no longer mutually exclusive thanks to live shopping- and brands can get as creative as they want! The products are brought to life in an authentic, entertaining and interactive manner.
Click image to explore Very UK's live shopping event, powered by Smartzer.
Smartzer offer brands & agencies around the world access to our cutting edge, easy to use & scaleable Saas tool so that they can transform their video & live content into shoppable & interactive experiences, both DTC, B2B and internal training. Click here to book in a demo!
Smartzer's new partnership with Chalhoub's The Greenhouse is helping to propel shoppable tech innovation in the Middle East.
Smartzer recently participated in The Greenhouse’s first beauty and fashion incubator program. The Greenhouse, Chalhoub Group’s innovation space offers a unique retail tech-accelerator program focussed on accelerating technology-driven solutions and catering towards fast-growing retail startups.
Smartzer's interactive video platform was one of the 5 startups selected to participate in this equity-free accelerator program. The startups were matched with corporate sponsors across the Group to implement proof of concepts with the goal of signing commercial agreements down the line.
The proof of concept for Smartzer was executed with Level Shoes and presented last month during The Greenhouse DEMO DAY to senior management and leaders of the organisation, including Patrick Chalhoub. The brand’s goal was to turn their content into a highly engaging shoppable format that enabled easy product discovery for consumers and shortened the path to purchase.
The interactive video campaign was structured as a series of 4 videos called “What are Those” and featured an influencer who talked through a range of products in 7 minute shoppable videos. The videos were made shoppable with Smartzer so that viewers could click on the products and instantly see the product details with CTA links to each Level Shoes PDP.
The shoppable video campaign saw very high levels of Engagement, averaging around 70% (compared to normal benchmark of 30–40%). In addition to this, Click-through rate was high at 11% (compared to benchmark 9%).
Based on these strong initial results, there is a lot of opportunity to scale up the use of the Smartzer interactive video platform. For example, live shopping events for exclusive product launches could drive impulse purchases, Level Shoes could make all video content shoppable and push a 360 communication plan across social media, CRM, influencer marketing, messaging and more. Stay tuned for the next chapter.