If you’re reading this article, then chances are you realize the next generation of shopping is already upon us. From Amazon’s Prime Now same-day delivery service, to Net-A-Porter and BONOBOS, the savviest of retailers have flipped the original bricks and mortar model on its head. Is it any wonder fashion mavens have responded to the on-demand shopping experience that is shoppable video?
As user behaviour firmly shifts from in-store to online, when users see something they want online, they either put it in their basket, or they generally forget about it. A high proportion of content online is designed to drive attention and action, so a lot is vying for every user's attention. Therefore, the value of a video that is immediately shoppable by design is apparent. As internet speeds and same day-delivery-options only continue to increase, shoppers will be increasingly looking for the least friction when it comes to online purchase.
Now, this isn’t a fresh demand. For years we would see viewers in the comments sections below online videos asking about where can buy individual products shown in the video. It was a very disconnected experience. Well, fast forward to 2018, and we have shoppable video, the answer to the instant shopping and gratification dilemma. Shoppable video is the internet’s answer to on-demand shopping. Take a look at how some of the world’s most successful retailers have leveraged it as part of their winning video strategies:
Bloomingdale's + Cotton
Bloomingdales and Cotton teamed up to create an innovative catwalk fashion show on Snapchat that lasted just 60-seconds but showcased over 40 shoppable looks. That’s some rapid-fire fashion right there.
Using some pretty tantalizing tools this shoppable video included featured an array of interactive hotspots, all which worked seamlessly on fashionista’s favourite platform, Snapchat. Fast-tapping millennials proved it worked with nearly 2 minutes spent in product overlays and a flashy 10% click-through rate.
Ted Baker is a bullish bastion of British style and it when it comes immersing shoppers in brand personality, they take it very seriously. They took a 360º video experience and made it shoppable. Not only did Ted Baker bravely push the boundaries of shoppablity, but their efforts were also richly rewarded with the average shopper engagement rate being 5x higher than the vertical standard. Pretty snappy stuff.
Partnering your favourite influencer with shoppable video is a smart move.
JCPenney teamed up with supermom Meredith Masony, the blogger behind That’s Inappropriate, to create possibly the most actionable shopping guide on the planet.
Meredith also comically reminded us one of the often hidden benefits of shoppable video; the fact you can do it from home without the need for pants (trousers).
Shoppers were laughing their pants off throughout, and the video results showed it, with a 33% CTR, 3x interactions per viewer and an average of 45 seconds spent interacting with content within overlays. What a cracker.
From Amal Clooney’s makeup at the #royalwedding to everyday makeovers for a Texan Mom, Charlotte Tilbury empowers women with the confidence to take over the world, laughter lines and all. Charlotte took beauty ‘How-To’ videos to the next level with motion-tracked make-up and immediate Add-To-Cart functionality, enabling viewers to purchase over $10,000 worth of product in the first two weeks alone.