Retailers are turning to shoppable videos to optimise their films and reduce the clicks required by shoppers to find products being promoted.
Earlier this month, sports brand Puma launched a shoppable video hosted on JD’s website. It featured Liverpool footballer Adam Lallana wearing the Puma Evolution line that Ruth How, head of marketing at the brand, says “has delivered strong initial results” with customer conversion rates at 6.9%.
Lingerie brand Boux Avenue has now also launched a video on its homepage enabling shoppers to view and buy its summer 15 bikini range.
James Fernie, head of ecommerce at Boux Avenue, says the shoppable video was the “obvious next step”.
“We’re early into our experience with the technology but so far all the metrics for click through and conversion exceed that of regular homepage content.”
These brands follow the likes of Gap, Asos.com and Nike, all of which turned to the technology last year.
Premium retailer Whistles also trialled a shoppable video of its spring 15 catwalk at London Fashion Week in September, allowing shoppers to add products directly from the film to a wishlist and be sent a shoppable email once they became available. This resulted in 22% of clicks in the emails converting to a purchase, with an average basket size of 4.1 items.
Whistles, which used technology created by interactive video provider Smartzer to create the film, is now understood to be one of a number of brands considering using the technology at the spring 16 shows in London, New York and Milan later this year.
Karoline Gross, founder of Smartzer, which also created the Boux Avenue and Puma videos, told Drapers the shoppable catwalk videos can provide brands with detailed data on the most popular items. This allows them to manage stock levels for the first drop, while data can also be collected from all videos on products clicked on and viewing times.
“It can take 25 clicks to find products shown in [non-interactive] videos; this makes it so easy. It makes the journey to purchase as quick as possible and turns videos into information tools,” she says.
Gross adds that it can cost retailers around £1,500 to create the videos, with £300 to £500 in monthly fees while the video is live to manage the emails and provide the data.
The next step being worked on will enable shoppers to click on looks and be directed straight to a basket.