Wickes has launched a shoppable video player which allows customers to add products directly to their basket, while learning how to complete a variety of DIY tasks.
There are more than 130 videos available, including buying guides, step-by-step tutorials and design inspiration. Items featured in each video are listed in the sidebar, with the option to ‘add to basket’ without opening a new tab or disrupting the video.
The digital-first strategy was rolled out in partnership with iSite and features a range of over 1,300 products.
The home improvement retailer, ranked Top50 in RXUK Top500 research, says the shoppable content is part of its initiative to support mission and project-based shopping.
Gary Kibble, chief marketing and digital officer at Wickes, explains: “In creating shoppable video content where DIY products can be easily moved to a customer’s basket, we’re helping the nation feel house proud by giving them the confidence in their product purchase and ensuring they have everything needed to complete their project. Being the first in this space is really exciting for us as it continues to underpin our digitally-led, service enabled business strategy.”
The move comes as research by Brightpearl suggests that video is now playing and ever more important role in consumer shopping journeys, with as many as 85% saying that video plays a role in what they buy and 71% being very drawn to interactive video, such as making purchases in videos.
Improving product availability
Wickes is also making efforts to improve its product availability and meet consumer demands.
Last week, the retailer announced its partnership with RangeMe, a global product sourcing platform which it says will help to support its customer buying team and enable them to access the most relevant products.
The partnership will create visibility to for more than 200,000 suppliers, allowing them to present their products directly to Wickes buyers, as part of a direct and unified journey.
Andrew Cotterill, director of strategic procurement and responsible sourcing at Wickes says: “Wickes is very excited to begin working with RangeMe to expand our access to new products and innovation and to streamline the procurement process.”
Nicky Jackson, chief executive officer of RangeMe adds: “This partnership forms part of the Wickes wider digital strategy and we are thrilled to be a part of this journey with such a loved household-name retailer in the U.K. as they transform their product sourcing experience. This is also an extraordinary opportunity for suppliers around the world to connect directly with Wickes buyers and showcase their products”.