Visitors to Marks & Spencer’s ecommerce website have collectively viewed its online TV service five million times, and spent six million minutes watching since it was launched, the company has said.
Analysis has shown that customers who watch video on M&S TV view three times as many products on the website, and spend 30% more, on average, compared to those who don’t. The online video channel features the latest trends, interviews and product reviews. It currently features M&S' latest TV ad, shot in Miami and featuring models including Twiggy, Dannii Minogue and Jamie Redknapp, as part of its spring marketing campaign.
Now the online video channel produced and managed by Adjust Your Set has been rebuilt with the addition of new features including a larger choice of content, a larger video screen size and the ability to navigate content while also watching video. Viewers can also rate and share their favourite videos.
“Building on the five million views and six million minutes of content already viewed since we launched the online TV channel, the refreshed look and feel of M&S TV will continue to drive consumer engagement in the brand,” said Simon Wood, M&S head of operations. “At M&S our online video content has been focused on the ecommerce side of the business and via the fashion shoots and celebrity interviews featured on the channel, it allows customers to see how our clothes would look and move in real life.
“Innovation is at the very heart of M&S and video is an ideal platform to showcase our products to our customers in the most engaging and relevant way.”
Chris Gorell Barnes, chief executive of Adjust Your Set, said: “Through our experience with M&S we have seen that a customer who engages directly with a brand online creates a deeper and more meaningful relationship with that brand. M&S TV provides consumers with rich video content in both an informative and entertaining way and this latest re-design will further improve brand loyalty for the company.
"Our clients are seeing a clear commercial benefit in video by encouraging customers to browse for longer and purchase products as and when they view them.”