YouTube is one of the most widely adopted social platforms among department store brands. Seventy-seven percent of brands in L2’s Digital IQ Index: Department Stores have a YouTube channel. And more are experimenting with shoppable videos to bring users closer down the purchase funnel. Thirty-nine of Department Stores released a shoppable video in the last year, among them Kohl’s, Sears, and Mr Porter.
Mr Porter’s ‘The Gentleman’s Wager’ did particularly well. The menswear e-tailer partnered with Johnnie Walker on the clip starring Jude Law and Giancarlo Giannini. Viewers can click on the clothes worn by actors and Johnnie Walker products to purchase them on the spot. The results were astounding: more than seven million views in two weeks, which is 300% higher than the most-viewed video on Mr. Porter’s YouTube channel.