- Apr 7, 2021
Updated: Jul 5, 2021
Zimmermann combines natural flowing florals with technology to create two iconic, state-of-the-art shoppable videos.
Objective
Using Smartzer's interactive video platform, Australian luxury fashion brand, Zimmermann, created a shoppable campaign video and runway experience. The timeless and elegant Ready To Wear 2021 Wild Botanica Collection exudes quality through the immersive and interactive video for Spring. The collection was entirely purchasable from the two technologically advanced videos, providing a memorable and unique e-commerce experience for their customers. Zimmermann applied Smartzer's interactive overlay to both the campaign and runway videos, adding a variety of exclusive products ranging from sleek shoes, gorgeous handbags and beautifully styled clothing options. Reflecting the themes of a spring garden in bloom, the videos seamlessly complimented Zimmermann's brand image and allowed for easy product discovery and purchases for their site visitors.
Execution
Both campaign and runway videos featured the interactive and clickable Smartzer overlay which integrated them both into the Zimmermann landing page. The consumer feels as though they are a part of the videos as they click to explore various looks. A group popup provides all items shown on the screen which viewers can select to transport themselves to the product page to add to their bag and complete a purchase. A shoppable sidebar allows consumers to browse all looks as the video continues to play. Both videos were deployed on Zimmermann AUS, US and UK websites to encourage global sales. The Zimmermann sales tracking tool allowed the brand to effectively use the intelligent cross-market ability of the Smartzer player.
Explore the campaign video: Spring RTW 2021 Campaign
Explore the runway video: Spring RTW 2021 Runway
Results:
Seamless integration onto Zimmermann e-commerce landing page
Interactive video reflecting Zimmermann's luxurious brand image
Clickable hotspot technology across an interactive overlay
Up to date URL's direct the user to product pages
Browsable product carousel to explore as the video plays
Group popup that pauses the shoppable video
Want to make an interactive video? Visit Smartzer's website here!
Conclusion
Zimmermann effectively combined refined technological software with their naturally beautiful Spring 2021 collection. The result is two engaging and charming product videos that flow without clumsy interruption. The subtle product overlay allows for easy product discovery and purchase. Each video presents a variety of looks in a variety of ways giving the viewer a complete and clear view to buy in confidence. The exciting, dynamic runway video gives the consumer a front row seat to Zimmermann's latest collection bringing the offline show, online connecting the brand and customers. By using an interactive video platform, the videos has helped to drive strong sales and clearly demonstrates how shoppable video can captivate and convert.
In 2021, consumers have access to content online at an on-demand capacity more than ever before. This rapid increase of on-demand, shoppable content has only accelerated thanks to the global pandemic. Now that brands and customers have trialled immersive, shoppable formats of engaging content, they are not willing to let this way of life go.
Shoppable formats encourage instant purchases. The clickable, customisable hotspots make the video content marketing strategy completely engaging, informative and monetised. Brands add product links to an interactive overlay using product images, text, URL's, Product Feeds and Product API's. Information can also be added manually. These videos can be integrated into e-commerce landing pages and shared across social media. Viewers will then be able to click, swipe, zoom and drag through the video to find out product details such as colourways, pricing, sizing, composition and more. Call to actions encourage consumers to click through to brand e-commerce, sign up to a mailing list, book a test drive or even make a purchase within the video and add to their basket.
Below is an example of Smartzer's partnership with Arnotts to create a shoppable cooking video on their e-commerce!
Shoppable videos encourage on-demand purchasing, boosting conversion rates by almost 400%! With internet video traffic accounting for 69% of global consumer traffic, marketers have adapted to the format to take advantage of increased online purchasing habits as a result of store closures.
Even after the pandemic, it seems that this shoppable e-commerce trend will stick around. The digital developments have proven to be extremely useful for monetising video content marketing and connecting brands and customers in the comfort of their homes. Although life may be back to normal by next January, many have discussed the cold, wet weather encouraging an at home lifestyle. With a variety of at home shopping experiences on offer, more people will be looking for on-demand content to avoid the cold hard winter.
At The Drum’s Digital Transformation Festival 2021, Nicola Spooner the Vice President for strategy at Unruly said "Shoppable content opens the doors to impulse purchasing". It puts products within the context of the video right under the customers nose. She continued, '“If you are watching content around cooking and there is the contextual placement for Jameson’s cocktails or Viejo wines, I – as a consumer – could be inspired and take action immediately.” Indeed, this is reflected through the high conversion rates of shoppable video across social media and real-time livestream shopping experiences. The 'see now, buy now' ethos of streaming commerce has helped brands globally boost conversion rates, connecting them with customers in a social shoppable video experience.
With engaging, immersive shoppable formats like livestream shopping, brands can reach customers at home in real-time, bringing the benefits of offline shopping, online. By using interactive video platforms businesses can upload their product links before the stream and then imbed a link into their e-commerce to be shared with customers across social media. Passive viewers are turned into active participants by purchasing products demonstrated in the stream and conversing in a chat room. This encourages impulse purchasing as customers are given the confidence to buy online.
Ultimately, shoppable video will allow marketers to build streaming commerce into every stage of their video content marketing strategy rather than simply viewing it as an awareness boosting tool.
To learn more about shoppable video and how to create your own, visit Smartzer's website here!
- Apr 1, 2021
Over the past year, interactive video formats have rapidly developed. Shoppable video and livestream video have been key tools for brands to use to connect with customers. But how do they compare and is one better at engaging than the other?
Let's take a look at the key differences and benefits of each format and how brands are using them to engage, inform and convert!
Summarising Shoppable Video:
Shoppable video is a clickable, interactive and monetised format that allows viewers to purchase products directly. Interactive video platforms can help brands turn new or existing video content into shoppable experience by adding a clickable overlay. Here, it is possible to tag videos with product information via URL's, images, text, Product API, Product Feed or manually. Once tags are added, hotspots will be created and brands will be able to share their interactive video on their e-commerce sites and across social media.
Here is an example of Smartzer's partnership with Dior to create a shoppable video for an email newsletter:
Summarising Livestream Shopping Videos
Instead of adding links after the video has been created, Smartzer's livestreams require creators to add links prior to the stream. Brands plan what products they want to debut during the stream. Products can be added to the video by connecting product catalogues and requesting information by SKU or by adding the products manually. Once products are added, creators can build a shoppable carousel to display alongside the stream. After this, brands can connect their chosen interactive video platform to their broadcasting service of choice. Each new livestream has a stream key and RTMP link which can be embedded on e-commerce.
Other livestream platforms include:
Bambuser
NTWRK
Google Shoploop
NTWRK and Google Shoploop only allow brands to stream via their apps.
Here's how a livestream shopping experience might look with fast fashion brand, Monki and Bambuser:
What are the key differences and similarities between shoppable video and livestream shopping?
There are several differences and similarities between the two formats, so let's break it down in a list...
Key differences:
Livestream shopping videos occur initially in real time while shoppable videos are pre-recorded, looped videos that support interaction 24/7.
Hosts can communicate with viewers through live video chat rooms while brands have less of a live connection through shoppable video unless they use chat bots
Shoppable videos are often gamified so users can customise their experience in the video, what happens in a livestream is controlled by the host.
Products in livestream are added before the video is created whereas with shoppable, products are added after the video is created
Shoppable videos can be made out of old pre-existing video content while livestreams are fresh, current videos.
Key similarities:
Both allow viewers to shop products exhibited in the video
Both provide links to brand e-commerce
Users can make purchases without leaving the videos
Both can be implemented on e-commerce and across social media
Complete livestreams can be repurposed as shoppable video on e-commerce sites to be replayed at any time.
Both provide an engaging, immersive and interactive experience helping customers to feel closer to their favourite brands.
Both can be seamlessly designed to fit brand ethos
Both successfully inform and educate giving consumers the confidence to buy online
Each highlights products clearly and provides a human feel to a digital experience
Both can successfully replicate the benefits of in-person shopping online.
Metrics and Statistics
Here's how livestream shopping and shoppable video, engage, inform and convert
Shoppable video
Typically engages 3-4 x more than standard video, viewers are engaged and educated early on in the video, shortening the path to purchase.
Incorporating shoppable video into email marketing can increase click through rate by 300%
Social sharing can increase click through rates up to 150%
Typically converts 400% more than standard video
Every action that occurs in the video can be tracked, providing valuable insights for marketers to adapt their strategies
Add to cart conversion can be as high as 19%
Landing page conversion can be as high as 83%
Livestream video
Conversion rate of Chinese retailer, Taobao Live grew by 150% three years in a row and the conversion rate in 2019 was 32,000 items added to cart per million views
Livestream lets brands reach thousands of viewers at once, engaging and educating
Kim Kardashian partnered with Chinese influencer, Viya and managed to sell 150,000 bottles of perfume in seconds via a shoppable livestream
See now, buy now philosophy encourages quick sales and conversions
Engagement can be as high as 55%
Click through rate can average 18%
Smartzer partnered with Brown Thomas for a series of shoppable masterclass streams. These were then repurposed as shoppable video on their e-commerce.
Prior to their AW20 campaign, Smartzer helped Brown Thomas set up shoppable livestreams ranging from beauty tutorials with Charlotte Tilbury, Christmas tree decoration, present wrapping and clothes styling. Viewers could sign up for tickets to attend the livestreams and shop along in real time. The bespoke, personal experience provided a community feel and connected customers and brands. These videos were then repurposed as shoppable videos to be re-watched again and again on the brands e-commerce.
To find out more on how to create your own livestream shopping experience or shoppable video visit our website here!