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A | wear reports conversion rate boosted by video marketing

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Fashion brand A|wear saw conversion rates lift by up to 30% after introducing video marketing to the videos on its ecommerce site, the retailer has said.

A|wear integrated Amplience Video Marketing with its TV channel, adding shoppable content to its video and enabling customers to add products to their baskets straight from the video.

“When women are clothes shopping, visuals are everything, and not just colour and shape, but how it hangs and how it moves,” said Barbara Wills, online designer and UX lead at A|wear. “This makes video and engaging content key to online sales for a company like ours. The Amplience platform has already delivered strong results by helping us to merchandise products in a more engaging way for our customers. This success has enabled A|wear to drive greater brand awareness and achieve a positive customer experience.

She added: “We have already seen a big boost in conversions since we launched Video Merchandising, and experienced a spike in traffic to the A|wear TV section of the site when this storytelling content has been embedded in email campaigns.

“We have seen up to 30 per cent uplift sales on any product used within the Amplience video and style features section of our website. As a result we will be growing this area of our website as well as driving it as a key area in our overall strategy for the next 12 months.”

James Brooke, chief executive at Amplience , said: “Retailers are having to cater for a new breed of consumers, who demand unique, visual content when they shop online. Video Marketing allows our customers to combine compelling video content with the ability to purchase product in a seamless shopping experience, maximising the potential for interaction at every touchpoint and inspiring customers to buy at every level.”

A|wear launched its transactional ecommerce site in 2008 and has been using the Amplience platform for three years.

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