Has it ever happened that you are watching a video ad on an eCommerce store and wish to buy the same dress or footwear that the model is wearing? What if you could pause the video, tap on the outfit or heels you prefer, and proceed to buy them? Well, videos are changing the way advertising is done, and shoppable videos are at the forefront of this innovative change.
Shoppable videos are gaining traction, and the combination of video and commerce is probably going to change the shopping experience in the future. It will open doors for partnerships, brand engagements, and improve overall business results.
Statistics on Online Videos
- People will spend 100 minutes every day watching online videos in 2021.
- 48% of consumers want videos to reflect what they are interested in.
- In 2022, 82% of all consumer internet traffic will come from videos.
- 55% of people watch videos every day, and 78% of people watch videos every week.
Brands have already been adding videos to their online business strategies. However, combining creative and engaging videos is not enough. To stay ahead, companies must include unique ways that deliver value to customers. This is where shoppable videos come into the picture. They shorten the customer journey and streamline sales like never before. Shoppable videos drive action at a higher rate than the mundane experience introduced by many retailers.
What is Shoppable Video?
Shoppable video is a content type that is either visible on the landing page or social media channels. It attracts customers and directs them to the product pages. With the help of a video, customers can see varieties of products while watching the video. And, if they like any of them, they can click on it. When clicked, the user is directed to another page containing information such as:
- Product details
- Buying details
- Contact information
The shoppable content empowers eCommerce brands to deliver direct and instant sales. A link embeds hotspots into a video to make certain parts clickable. Whenever any shoppable eCommerce video plays, customers can click on icons floating over the models. The more the customers click on the link or video, the higher the click-through-rates. The aim behind shoppable videos is to meet the direct purchasing desire that a customer gets after viewing the product.
Businesses are using some popular platforms like YouTube, Facebook, Instagram, TikTok, and Snapchat for video marketing. This results in a higher reach to the target audience and an improved shopping experience.
The Importance of Shoppable Videos
With the rise of technology, online retail brands can combine content and commerce. It creates a real experience to assist, engage, and inspire the target audience with smart shopping decisions. Retailers and marketers are finding shoppable videos to be a personalized customer engagement strategy that creates a better user experience and helps customers in their decision-making process.
The internet video traffic has been growing at an annual compound growth rate (CAGR) of 29.0% between 2017– 2021. – Cisco
When a customer interacts with a brand, they make instant decisions about the worth of that interaction and choose brands for a value proposition that relates well to their real world. As they browse, a subconscious evaluation takes place, with queries that the potential customer may have, such as: What is its story? Do I care or want to give it a second thought? Why should I pick this product or brand? Replying positively to these queries can help you convert them into your potential customers. The power of shoppable video allows for a more demonstrative explanation of both the story and the urgency of the offer. It is your brand story in real-time, and out in the world where it can interact with the customer and make a difference.
How does Shoppable Video Work?
By integrating shoppable features in the videos, brands are reducing the number of steps that a customer needs to follow, to make a sale. You do not have to scroll up and down the product page or wishlist or remember the product. With clickable feature integration, you can see/touch/try the product, thanks to advanced technology – Virtual Reality (VR) and Augmented Reality (AR).
By incorporating an interactive part in a video, retailers can leverage customers’ inclination and interest in the product and make them buy right away.
How Net Solutions Helped a Client with a Shoppable Video Commerce Platform?
Net Solutions collaborated with Woo Club to build a unique shoppable video commerce platform for its audience. WooClub is a video platform that brings together a dynamic and innovative channel for influencers, retailers, advertisers, brands, and vloggers where they can upload and tag videos of their products scene by scene, to boost interest and sales.
Read more about the process and outcome here.
Why is Shoppable Video Right for Your eCommerce Business?
1. Brand Loyalty
Retailers struggle to attract and keep customers engaged. Shoppable videos not only allow customers to see actual uses of products but also enable merchants to offer added experience. By uploading the video content on the website, customers can watch real-life uses of the product from all aspects. When the customer experience improves, so do sales, conversions, and thus brand loyalty.
2. Sales Boost
A video is a valuable tool that can assist customers with settling on buying decisions. Using videos on the landing page or product page or in your marketing strategy can increase sales. Shoppable videos provide a great opportunity to get an engagement rate that is twice of a regular video. The use of shoppable videos means that customers don’t have to explore all products on the website to find an item of their preference. They can tap on the product shown in the video and see the details right away. It saves a lot of time and leads to a boost in sales orders.
3. Improved Conversions
Merchants using interactive shoppable video search results, see an increase in conversion rates. It is essential to show the video to customers to uphold customer retention. With shoppable videos, merchants offer a tool to the customer to stay on their site for longer. Shoppable videos with interactive content feature ease the buying process. Videos are proven to increase conversion rates considerably, with users qualifying from top-of-the-funnel to bottom-of-the-funnel.
4. Enhanced Engagement
Interactive video helps provide a digital experience that attracts customers and decreases the sales cycle. Including videos with advanced technology for your eCommerce platform enhances customer engagement and leads to better user experience. Videos can give an engaging brand experience with a storytelling approach. It creates an emotional connection with customers. They feel as if they are a part of the story and can interact with the brand.
5. Re-targeting Customers
Video is an incredible way to reconnect with customers. To drive conversions and increase engagement, you must step into your customer’s shoes to understand them. You must know where they spend most of their time.
Whether they’re on their smartphones, tablets, or websites– videos can follow them everywhere. Video has the potential to capture the viewer’s attention. Engaging viewers and customized content can have a significant impact on product selection, brand awareness, and cross-channel touchpoints.
Brands That are Making Shoppable Videos Work for Them
Shoppable videos are used by everyone, from fashion retailers to furniture labels.
Here are some of the examples of online retailers that have leveraged shoppable videos very creatively:
The clothing and accessory brand, Kate Spade, released a holiday video campaign in 2016. The brand tailored their marketing endeavors and technologies to its customers’ needs. They included shoppable video content that allowed customers to click on what they like. Then, a compiled list of the product was added automatically to the cart. And, once the customers had finished watching the video, they could open the cart to make a purchase. It resulted in offering a seamless experience without interruption.
Ted Baker uses videos to engage customers and showcase their products. The video shows a tour of the contemporary world where models endorse various products on the go. Every image displays a detailed product list they are wearing and contains a live link to add them to the customer’s shopping cart with a selection of sizes and colors.
Puma, in 2015, was the leading company in experimenting with shoppable video. The sportswear company collaborated with a technology provider, Smartzer, to enable viewers to click instantly to buy from one of its campaigns. With shoppable video, customers could click on the red Puma logo that came upon specific products that Adam Lallana (a footballer), was wearing and opened up a pop-up with more insights.
Diesel launched their shoppable video titled Road to Tokyo that displayed a group of models showcasing various outfits. Customers could click at specific points in the video or icons that appeared over the models. Once clicked, users got an option to save the item to their personal lookbook. Also, they could follow a link to buy on the Diesel store then and there.
The shoppable video from Burberry enables viewers to click on their products that are worn by models. It offers detailed information related to the product and directs them to a page that allows them to buy.
Big brands are aligning their buying process with shoppable ads and video for eCommerce content to drive conversions. Incorporating interactive videos into eCommerce helps in streamlining online shopping, sales and marketing activities. Information collected from videos allows businesses to gather realistic insights on customers.
The implementation of an engaging, entertaining, and informative shoppable video technology can significantly help increase conversions and sales. Creating shoppable videos allows your brand to strengthen the company’s digital strategy. It enables you to track customer preferences and several factors that can help boost sales. It is a powerful way for brands to connect with customers and has become an essential medium for digital media users.