For the AW21 season, Brown Thomas has released some inspiring shoppable video content for menswear.
The luxury, Irish retailer used Smartzer's interactive video platform to promote their key pieces for the Autumn/Winter menswear launch. The dynamic and immersive, interactive content adds life to the landing page leading to a memorable shopping experience.
EXECUTION
By using shoppable video, viewers could buy the latest pieces from brands like Alexander McQueen, Prada, Givenchy, Gucci and more. The video featured clickable hotspots that brought up product information in a group popup. Customers visiting the landing page could click the 'SHOP NOW' call to action to be taken directly to the product display page to buy. The group popup feature enabled viewers to buy every item from the model's look. Smartzer's interactive video platform allowed Brown Thomas to transform standard video into an engaging and compelling piece of content marketing for Ecommerce.
RESULTS
By using shoppable video technology, Brown Thomas's 'Forces of Nature' collection video resulted in the following features:
Clickable overlay with group popups featuring multiple products
The ability to shop the look through links to product display pages
'Shop Now' and 'Click the Look to Explore' calls to action
Browsable side carousel with all the featured looks
Replay screen with all the featured products
Seamless landing page integration
CONCLUSION
Using shoppable video on landing pages can make the site experience much more engaging and interesting. The informative product popups direct viewers to their favourite pieces, shortening the path to purchase. Brown Thomas is no stranger to Smartzer's interactive video platform as they demonstrate how to use smooth moving, 90 second videos to optimise the shoppable content.
Zimmermann takes centre stage with their brand new shoppable video for their Fall 2021 RTW collection, "In Concert".
Zimmermann used Smartzer's interactive video platform once again to deliver a stunning piece of video content marketing for their bespoke Ecommerce landing page.
EXECUTION
The video follows the model down the serene back streets of nighttime Venice. The magical, entirely clickable video displays the playful and vibrant collection in an immersive, 360 degree light. This gorgeous example of vide Ecommerce demonstrates how shoppable video can lead to easy product discovery. Viewers could tap looks on the screen and in a browsable carousel to be taken directly to the product display page to then add the item to their cart.
RESULTS
By using Smartzer's interactive video platform, Zimmermann created a video that resulted in the following features:
Campaign video with group popups featuring multiple products
Clickable overlay with hotspots
Browsable product carousel with all the featured looks to shop from
Clickable links to product display pages
API integration with products pulled in from catalogue
Replay screen to encourage viewers to watch again
Seamless, custom landing page integration
Bespoke player design to match the Zimmermann website
CONCLUSION
Shoppable video can elevate standard video to create an immersive and memorable experience. Smartzer's interactive video platform helps luxury brands like Zimmermann to make their content seamlessly clickable. The one-of-a-kind player can be tailored the the brands Ecommerce with the informative, clickable popups guiding the viewer quickly down the funnel to purchase.
- Sep 22, 2021
This new social shopping format allows brands and retailers to make BIG sales in real-time. But the shoppable technology's reception has been 50:50.
While some brands are jumping on live stream shopping trend, others are doubting its effectiveness and questioning whether the novelty will wear off.
Let us break down the key aspects of live stream shopping that make it a winning and attractive format for brands.
LIVE SHOPPING CREATES AN INTIMATE RELATIONSHIP BETWEEN BRANDS AND CUSTOMERS
2020 and 2021 starved us socially with brands feeling the pressure of not being able to reach customers in bricks and motor stores. Thankfully, advances in technology meant that brands were able to sell successfully online.
Live stream shopping platforms offered a life saving solution to brands bringing them together with customers in real-time experiences....
Chat bars allow viewers to ask stream hosts questions creating a personalised way to shop online
Bespoke, ticketed events created a sense of exclusivity for customers encouraging impulse purchases
By harnessing the power of the influencer, brands posed key industry figures as hosts to increase customer confidence and trust in their brand
STREAMING COMMERCE SHORTENS THE PATH TO PURCHASE
You can demonstrate your products clearly using video. Whether this is showing how it is made, how it is worn or how it works, you can display to your customer exactly why your product is the answer.
Clickable popups to featured products within the stream direct the viewer to sizing information, pricing, colour options and more. These popups provide immediate answers to questions alongside the call to action button to buy. This moves the viewer quickly down the purchase funnel and boosts conversion rate massively with the possibility to measure this metric with tracking links.
LIVE SHOPPING BY MARKET: CHINA, EUROPE AND THE US
China's live stream shopping industry is the largest in the world, set to be worth $239 billion by the end of this year. This growth is not slowing down as it is estimated to grow by 27% annually up until 2025. In fact, in 2020 streaming commerce accounted for 10% of China's overall e-commerce market.
In the US, Amazon Live was re-launched in 2019. The platform features key brands like Covergirl and Neutrogena. Not only this, but Amazon's Twitch has also started to sell products via streams after integrating a check-out system in 2020.
TikTok recently announced a new partnership with Shopify that could see the platform support live stream shopping in the near future.
Globally, the live shopping industry grew 45% between March and April 2020, showing a 99% increase from the previous year.
HOW CAN I BUILD A SUCCESSFUL LIVESTREAM?
Creating your own live shop experience is easy with the right platform. Smartzer's shoppable live stream platform allows brands to easily create seamless, state-of-the-art broadcasts. But there are some other things to bare in mind...
Choose the right online and in-person location. Place your stream where your customers can find it. For example, if your engagement comes from your website you can embed on a webpage, or if your customers are more vocal on social share across social media and email newsletters. Make sure you broadcast from a nice, aesthetic area with good WiFi.
Time the stream intelligently. Choose to broadcast when your viewers will be able to watch and make sure your stream is not too short.
Build in house expertise. You don't always need to hire influencers or expensive production teams as hosts. Sometimes your own brand representatives know your product the best, you could even film effectively from a high quality smart phone.