Ask L2: How are brands making content more shoppable?
As brands churn out more content than ever before, winners are finding ways to link content to commerce. European Department Stores, for example, have had success optimizing their videos, blogs and lookbooks for shoppability, while Specialty Retailers are largely missing the opportunity to leverage content to direct consumers to purchase. So what does best-in-class shoppable content look like? Here are several ways winning brands are investing in content shoppability:
Shop the look
Intermix encourages conversion on-site by enabling users to click directly on an image to add an item to the cart via an overlay (eliminating the need to search for the product or navigate to the product page). There is also an option to “Add Look to Bag” to add an entire look at once.
Ted Baker sets the standard for successfully engaging and converting shoppers through video content. While most branded videos either completely lack pathways to the products they feature or are accompanied by hyperlinks to category pages, Ted Baker features clickable hot spots throughout videos. Viewers can click through to find more information and select “Shop Now” to purchase through the product page. A “Shop the Film” button below the frame also links to a product grid page with the collection assortment.
Drive to Commerce on YouTube
Winning brands are also exploring ways to optimize content shoppability on social platforms. On YouTube, Chanel uses video overlays and annotations that link to featured products. Retailer John Lewis places an ad for Logitech’s Ultimate Ears speaker on a blogger video reviewing the product. Given the sheer quantity of product videos from bloggers, customers, and retailers on Youtube already, we expect to see more brands take advantage of this advertising opportunity.
Members can learn more about shoppable content here.