6 Ways “Shoppable Media” Beget Retail Profits & Where Price Doesn’t Seem To Matter

Have you ever watched a TV show or movie and wondered where you could buy a dress, or shirt or handbag, or belt that one of the actors is wearing, or a blender or pasta maker that one of the actors is using, or settee upon which one of the actors is sitting? With the opportunity for the customer to click and buy what is seen in the drama, Shoppable Media addresses one of retail's futures: Combining online video content and commerce by turning brand into reality.

Shoppable media, according to Wiki, is the industry term for video or print vehicles that engage and encourage the consumer to make an immediate purchase via various technologies… The growing consumption of online videos and the recent ubiquity of mobile technology has attributed to bringing shoppable media into the mainstream… retail marketing promotions executives believe that Shoppable Media is the future of video as consumer engagement becomes increasingly important to the overall shopping experience and final sale.

Gucci pioneered shoppable media a little over a year ago in a dark, moody piece with models wearing and using Gucci accessories. With just two clicks on a simple scroll bar on the right hand side of the video, a customer could, without hesitation, purchase a $3,700 handbag shown in the video. This is a good example of where price surely wasn't an issue to the customers who were buying. 

Another shoppable media example was Target's romance/series/commercial, described in promotions as: "Target Style's new short film, 'Falling for You', starring Kristen Bell, Zachary Burr Abel and Nia Long. Explore and shop your favorite fall items featured in the film," it said.  These were three four-minute films about an office problem and romance that featured more than 100 products -- from fall fashion to home products — that customers could save by clicking on a scroll tab on the right side of the video player and purchase in real time without interrupting the video. Below the video, viewers could also access a visually appealing shareable-shopping experience -- via Pinterest, Facebook and Twitter. (Note that the video link starts out with Part 3 before you've seen part 1 or 2).

Chapter Eight wrote in Shoppable Video: The Future of eCommerce that "other retailers such as Ben Sherman, Juicy Couture, Gucci, ASOS and Topshop embraced this new technology, creating shoppable advertisements and interactive catwalk shows, allowing users to click on the items featured in videos and purchase them immediately, or place in an online basket for later." Also heading in this direction were Levi Jeans, jean brand Only and Barneys.

Purpose And Effect Of Shoppable Videos:

The name of the game is numbers and the purpose of shoppable content is ultimately improving conversion rates. These shows were received positively in the media, but also yielded considerable social media buzz and conversions. Recent research proves that these videos have increased the time and level of engagement on site as well as lengthened the time spent viewing pages and increased click though rates.


Here are 6 Facts About How Shoppable Media Affect Customer Attitudes & Conversion: 

1. 52% of online product video viewers are more confident in that product prior to purchasing it online.

2. 44% are more engaged with the retailer or brand as a result of watching their product videos.

3. 37% purchase more products on websites that feature product videos. 

And, according to an infographic from global communications company M Booth and analytics company Simply Measured:

4. Videos are shared 12-times more than links and text posts.

5. Photos garner twice as many shares.

6. Instagram and Pinterest have emerged on similar pedestals to that of Facebook and Twitter, while video sharing platforms are jockeying for position in the race to become the Instagram of video.

Bottom Line For Your Bottom Line:  

As a technology that's still young, shoppable video is sure to grow in sophistication as brands decide whether it's worth investing in this technology. The key, of course, is interacting with an audience and capturing its attention to help foster long term and loyal customers.

Note: By doling out the videos in short installments, Target customers were more apt to return to Target’s web site and watch Target’s shoppable video campaign -- a shining example of how brands can capture their customers’ interest, garner return visits, and, as a result, effectively promote their brand.

Jacey Gulden, describing the Target campaign in Social Media Today, blogged: Shoppable Media is "…a beautifully-executed integrated digital marketing strategy in which social, search, content, and ecommerce all exist within the same realm to create relevancy and context for the user." (And, let me add, relevancy and context and income for the retailers as well). Gilon

P.S. Can anyone tell me how "Falling For You" ended, as the final "live" screencast was not accessible online? Thanks. Gilon


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Gilon Miller, CMO

About Author

Gilon is a seasoned marketing, sales and business development executive with over 15 years of experience in the software and Internet business. He is the Founder and CEO of GuruShots. Previously, Gilon was the CMO of Upstream Commerce, VP of Marketing at iMDsoft and Director of Global Marketing at SAP. He earned an MBA at the MIT Sloan School of Management and a BS in Electrical Engineering from Tufts University.
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