MyTheresa and SimplyBe are using click-to-shop video to sell via social media channels.
The two are the first to use new technology from interactive video startup Smartzer that allows brands to share shoppable video content within social apps such as Instagram, Snapchat and Facebook.
Smartzer’s clickable video technology has previously been used by the likes of John Lewis, Zalando and Bulgari on their websites – driving an interaction rate of almost 60% for the latter. Now the technology company has launched a new feature which allows brands to share shoppable video content within social apps.
Viewers swipe up from an Instagram or Snapchat story, or via a Facebook Canvas ad, to receive the full interactive experience, via clickable hotspots.
Valentino became the first brand to benefit from this new social feature when it worked with MyTheresa on its Fall/Winter ‘17 pre-launch. MyTheresa produced a film showcasing certain items from the range, as well as a behind the scenes video on its Instagram story with an option to swipe up to watch and shop the film. Last week, SimplyBe [IRDX RSIM] used the technology to share its London Fashion Week catwalk via Instagram, in an interactive video that was available within an hour of the show.
Karoline Gross, founder and chief executive of Smartzer, said: “We saw a bunch of trends during London Fashion Week that show the importance of customer-centric strategies for retailers. Take Amazon for instance – partnering with Nicola Formichetti to offer catwalk to doorstep delivery in just one hour. We see shoppable video as a core part of that process, enabling customers to find the piece they want instantly. In a few years, we could be seeing shoppable live streams which allow customers to click through to the item they want, purchase it, and have it delivered the next day, or even within an hour.
“Our aim is to enable all brands from the high street or high end to offer these kinds of interactive, customer-centric experiences – while providing detailed analysis of customer interaction. In an ever-evolving landscape where technology is constantly revolutionising the way that consumers shop, it’s imperative that brands listen to what their customers really want.”
Karoline founded Smartzer in 2012, with the aim of creating engaging and personalised videos with clickable content that takes the consumer straight from video to shopping platform.