Gucci amps up ecommerce with first shoppable campaign video
Again an interesting article by Kayla Hutzler, editorial assistant on Luxury Daily, New York.
Luxury brands such as Gucci, Burberry and Hugo Boss are using commerce-enabled videos and pioneering what one expert is calling the future of ecommerce.
Luxury brands can now see direct ROI and gauge consumer engagement with video efforts through clickable videos as well as increase brand recall. In fact, 80 percent of consumers will click at least once throughout the two or three minutes they are viewing a video, according to findings from Clikthrough Inc.
“I think the biggest thing [for luxury brands] is to drive brand recall,” said Abe McCallum, founder/CEO of Clikthrough, San Francisco, CA.
“They are much more likely to recall your message when they click and engage.”
Clikthrough has worked with Hearst, Armani Exchange, Gucci, Hugo Boss and Calvin Klein.
Clickable video offers another way for brands to engage with consumers beyond the regular touch points.
On average, Clikthrough found that consumers spend 32 percent more time with an interactive video than with a video that does not allow consumers to click for more information.
“This is great because brands only have 24 hours in a day and they want people to spend more time with their brand than any other brand,” Mr. McCallum said.
In addition, the more time consumers spend with a brand’s video, the more likely they are to recall the brand.
In focus groups conducted by Clikthrough, 89 percent of people who click on something will recall what they clicked on.
When they do not have the ability to click, only 7 percent of consumers have been able to remember what they saw.
“It’s a huge variable of those that can recall now that they’ve taken an active interest rather than a passive experience,” Mr. McMallum said.
For example, Hugo Boss used clickable video for the brand’s summer catalog that allowed users to click-and-buy during the video.
In addition, Gucci recently released its first shoppable video for the pre-fall collection (see story).
Also, Calvin Klein used click-through technology in a behind-the-scenes video with GQ for its men’s winter collection.
Many brands have recently used video to stream live runway shows, display new ad campaigns and give behind-the-scenes glimpses to consumers.
For example, Bottega Veneta recently released a video to highlight the brand’s first fragrance (see story).
In addition, Burberry has tapped YouTube to uniquely display the features of its Brights eyewear collection (see story).
Making the videos clickable to further engage consumers and increase brand recall is a natural step forward.
After obtaining the software, the process of making items in the video clickable only takes about 15 minutes, per Mr. McCallum.
Also, brands can see direct ROI from video efforts by allowing viewers to click on items in the video and be brought directly to a product page where they can buy the product.
Of the consumers who click through during videos, 10-17 percent click-to-buy, per Mr. McCallum.
With clickable videos, brands also have the ability to share information such as clicking on a product and reading about the inspiration or clicking on a model in a runway show and reading a short biography.
Sharing information as well as having click-to-buy products helps the consumer to view the video as less of a marketing tool and allows them to further engage, according to Mr. McCallum.
There are some best practice that brands should keep in mind when creating shoppable video, per Mr. McCallum.
“We recommend making as many objects in the video clickable as possible, such as products, people and places,” Mr. McCallum said.
“We find it important not to just have clickable products but also let them click on peoples and places to let people know more,” he said.
Brands should also keep the videos short, between two and three minutes.
Lastly, the click-through ability should not seem like an intrusive feature and be done in way that does not interrupt the flow.
For instance, directors could shoot the video however they want and brands can use their own creative to enable commerce.
Shoppable videos are on their way to becoming the future of ecommerce, per Mr. McCallum.
“We see it as an oncoming trend and the brands we have worked with are seeing the value of it more and more,” Mr. McCallum said.
“However, a lot of fashion brands are just getting used to creating videos and because we are a secondary offering to video,” he said.
“ Until they create more video we cannot increase the amount of clickable videos.”
Kayla Hutzler, editorial assistant on Luxury Daily, New York