Technology and innovation have elevated consumer experience to a new level. Shoppable videos are a prime example of that. Going physically to the stores has become a thing of the past.
Just imagine that you are watching a video of a model walking down a runway wearing a dress you really like and wish you could buy it instantly.
Well, that is now a possibility because shoppable videos have made it easier to place your order with just a few clicks.
In this post, we are going to review some of the best shoppable videos that will show how brands have integrated technology and innovation to make things very convenient for their customers.
Valentino
Valentino is an Italian luxury fashion brand. They partnered up with Smartzer to launch their latest collection with a fully-integrated interactive shoppable video experience for their customers.
The interactive video was released on all of the social media platforms along with mobile app and emails. It included a quick-buy option for the users to instantly browse items and add them to the cart.
According to Smartzer, Valentino saw 24% growth on CTR, 50% growth on website engagement rate, and 60% growth on Instagram engagement rate.
Credits: smartzer.com
Diesel
Diesel is an Italian retail clothing company. They came up with a shoppable video to celebrate their 30 years in business.
The music video was shot in Tokyo where Diesel is a famous choice among men in their 20s.
Viewers could hover their cursor over models to find out more about the products and buy them.
Diesel collaborated with Alexander Turvey who has a few acclaimed fashion commercials and films to his name.
Read more: 10 Types of Videos Fashion Brands Should Make
Matches Fashion
Matches Fashion is a London-based clothing retail company. In partnership with Cinematique, they created touchable videos (video that lives on a platform where viewers can interact with it through touch) on its website for the customers.
They have been trying out different methods such as digital trunk shows (a digital preview of the latest line of products) to make their videos more shoppable-friendly without disrupting consumer experience.
Viewers can click on items they want to buy while also learning about them. Matches Fashion featured designers like Emily Winstead, J.W. Anderson, and Joseph Altuzarra in the series.
According to Cinematique, Matches Fashion saw 13% click-to-buy ratio.
Credits: matchesfashion.com
Kate Spade New York
Kate Spade New York is an American luxury fashion house. They started an ad series intended to be watched like a TV show for the viewers.
Many renowned actresses such as Anna Faris, Anna Kendrick, and Rosie Perez shared their life experiences while viewers could shop for the items they saw in the series.
The series amassed millions of views across their social channels along with 100 million consumer impressions. According to a study, 61% of people were more likely to search for Kate Spare New York after watching the video.
Also read: 10 Best Interactive Videos You Don’t Want to Miss
Burberry
You’re probably thinking that brands all over the world have realized the advantages of an online store. Well, It’s true.
In 2015, Burberry launched its first see-now-buy-now collection on its social media platforms to reintroduce the shoppable experience for its customers.
With this model, viewers can pre-order items from their latest collection by watching the runway show action. The collection also becomes available on their official app.
Burberry used this method to combat fast fashion. This helped them to prevent other retail brands to copy their designs or make knock-offs.
Credits: pursebop.com
MINI
MINI is a British automobile manufacturer, owned by BMW since 2000. They also partnered up with Smartzer to create an interactive video experience for MINI Countryman.
Viewers could explore the features of the new MINI Countryman by clicking different parts of the video. The video also redirects users to the main website for full details.
MINI distributed this campaign across their Facebook and Instagram channels to drive more engagement and convert leads.
Credits: smartzer.com
Ralph Lauren
Ralph Lauren is an American fashion brand. They released a shoppable video series that featured the cast members of the Netflix show Elite.
Viewers can browse through products worn by different characters of the show, and buy them by clicking on “Shop the Look”. It also added the carousel next to the video featuring the shoppable looks.
Ralph Lauren used this video series as an opportunity to introduce an automated retargeted ad campaign across the Google network.
Credits: smartzer.com
Ted Baker
Ted Baker is a British luxury fashion brand. They came up with a shoppable film titled Mission Impeccable to reaffirm their quirky touch.
The film is of a spy thriller genre and follows Ted Baker’s models racing against time to stop the villain from undoing the fashion world.
Viewers can click on a plus sign on each character that is dressed in a new collection to move to the “vault” further down the page. It shows each item that viewers can add to their bag.
Mission Impeccable was able to garner over 370,000 views on YouTube when it was released.
Final thoughts
Shoppable video has become an integral cog in the digital strategy machine. Implementing engaging and appealing digital technology raises the bar.
Shoppable videos not only convert leads into sales, but brands can also get their hands on real-time insights and data about consumer behavior.