Harvey Nichols is introducing interactive shoppable video technology in stores after a successful trial online.
The luxury department store is rolling out technology to allow customers to shop films shown on full-length touchscreens by tapping on products for more information.
The products can then be added to a basket for immediate checkout or connected to a customer’s phone through a QR code.
Initial results indicate an average engagement rate of 48.3% and a click-through rate of 15.7%, said technology provider Smartzer.
The platform can provide video performance metrics to help retailers understand the customer journey, as well as click maps to identify which parts of the video attract the greatest interaction. The videos can also be linked to Instagram Stories and distributed across video ad networks.
Peter Howroyd, head of CRM and digital marketing at Harvey Nichols, said: “We are always looking to bring our customers closer to our product in a unique and innovative way. Smartzer’s technology has enabled us to do just that and bring the digital experience to our customers, not only online but in our stores as well.”
Karoline Gross, chief executive of Smartzer, added: “All products in the videos are clickable and shoppable within the video experience. This makes it easy for customers to discover product information and to shop via online channels, as well as mirroring this experience in store, using touchscreens.”
“In addition to a new sales channel and access to detailed video interaction data, the technology provides a way for Harvey Nichols to connect online and in-store experiences.”