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Convert video into cash

Retailer A-Wear is using the latest software to bridge the gap between video content and clicking to buy.

Avideo merchandising program from online merchandising software provider Amplience allows etailers to display and link directly to product as it is shown on video.

One of Amplience’s clients, Irish womenswear retailer A-Wear, has a video channel on its website that has a collection of videos including a behind-the-scenes look at the autumn 12 press day and a holiday essentials ensemble. When the video is played, products that are featured in it then appear on the right-hand side of the screen with an image, description and price as well as a link to view the actual product page.

Max Childs, marketing director at Amplience, says the company saw a need from retailers for this type of technology: “We saw that while video is used very successfully to promote items at a product level and many of our clients are using video in our standard media merchandising solution, products were not being effectively merchandised alongside inspiration catwalk or TV advertising videos – which was clearly a missed opportunity.”

A-Wear was one retailer with this need. After receiving positive feedback since putting videos online, it wanted a solution to drive conversion as well as offering an engaging brand experience. The results so far have proved effective, as A-Wear ecommerce manager Barbara Wills explains: “We’ve seen up to 30% sales uplift on any product used within the Amplience video and style features section of our website. As a result we’ll be growing this area of our website as well as driving it as a key area in our overall strategy for the next 12 months.”

Wills also believes the video merchandising strategy will be a good way of exposing the retailer to an international audience that may otherwise be unaware of A-Wear.

“From a customer perspective it takes engagement to a new level, which is exactly what we needed to deliver a commercial solution with a brand experience to new markets and international shoppers who wouldn’t be familiar with A-Wear.”

The video merchandising technology works by allowing retailers to take existing video and, once they have embedded the video merchandising solution onto the page, add products to cue points on the video, therefore making the seamless journey from content to point of sale.

Top tips —  Online product videos 

Lee Friend

Lee Friend


  • Lee Friend, Creative director and executive producer at online photography specialist Fashot

1. Simply does it

Keep navigation simple and clear and promote videos within the site – remember, your customers may not be used to looking for it. Too many etailers invest hard money in producing product video content then fail to promote it on home or section pages, and then challenge this further with a tiny ‘Find the play’ button.

2. A mine of information

Use informative ‘how to’ videos as well as catwalk footage ensuring product is key, and provide information users can’t get from stills or copy. Use analytics to see where the user leaves the video, where they pause most or rewind to. Video is fantastic for feedback and allows fine tuning.

3. Quality counts

Keep production standards high and use professionals. Remember, viewer quality expectation is high – just because someone can hold a camera and edit their friend’s wedding video doesn’t make them a video professional, and it shows.

4. Think it through

Have a clear strategy. Are you shooting product using video to give more visual information about what a product looks like or how it moves, or for a brand-led creative video experience? Keep run times low on all video – catwalk only needs 20 seconds. Ensure a good pace on both info videos and brand creative. You’re not making Avatar, you’re better off with a brilliant two minutes of quality footage than a video stretched to four minutes for no real reason. 

5. Click with the latest technology

Use click-through players that link from product on the video itself to relevant product pages. This is cutting edge and you also provide a dynamic tangible link from video to basket, so you’ll be able to truly evaluate the effectiveness of video and keep your customers engaged.

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