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Stretching Shoppable Video: How Smartzer's Straddling E-Comm, In-Store & Influencer Content(Forbes)

September 3, 2018

Smartzer's shoppable video for Galeries Lafayette (Credit: Smartzer).SMARTZER

 

The article first appeared on the Forbes.

 

Shoppable content’s certainly not new but fresh innovations leveraging the rampant power of moving image, feeding the appetite to buy direct when inspiration hits, are a booming business, especially when you bear in mind that 56% of people that follow brands on social media do so specifically to view products while, somewhat remarkably, 85% of people actually want to see more videos from brands this year. British shoppable video specialist Smartzer, which predominantly works with fashion and lifestyle brands, is upping the ante on this in three ways: taking shoppable film in-store via existing touchscreens; adding an interactive, transactional layer to influencers’ social media video posts and, for 2019, creating an end-to-end system that will let brands watch how their content performs in real-time on various channels, subsequently allowing them to apportion budget on-the-spot, re-seeding it to only the most relevant platforms.

 

The aim of it all says Smartzer’s Founder, Karoline Gross, is to “ monetize those huge swathes of extremely valuable content that brands are creating but disregarding, often unaware it could be translated into commercial gold ,” with the latter tool “adding a critical level of control over the content rollercoaster.”

 

First up is the transition of online videos into physical shops via large touchscreens, beefing up the kind of brand films that have been playing in fashion stores for years but bereft of interaction or follow-through regarding product information or actual shopping. To coincide with London Fashion Week in September, Smartzer is working with one of London’s most prestigious department stores (to be announced soon), creating shoppable films to be shown on all five floors. The films will, they hope, deliver the kind of sales hikes its experienced by placing shoppable videos on brands’ websites; on average it's seen a 20% uplift in comparison to using videos with featured products sat in a static row below.

 

Directly embracing one of retail’s holy grails - the fully connected store environment - visitors will not only be able to stop the films instantly to see more details or buy from them on-screen, they’ll also be able to use a scanner code - tapping their smartphones onto NFC enabled hot spots on screen to buy or save items to a wish-list.

 

Crucially, according to Gross, the software works on standard touchscreens, meaning there’s no obstacles concerning overhauling clunky “legacy store tech.” It’s what the industry refers to as a plug-and-play scenario, echoing Samsung’s 2017 Air X Touch ‘motion-sensor bar’ developed in tandem with Luxembourg digital agency iNui - a device billed as a disruptive ‘through-glass technology’ that transforms store windows into interactive screens allowing people to shop directly from whatever content is playing on them, even after hours. “This is going to be especially relevant to luxury brands,” says Gross, “because so much of the luxury spend still happens in stores [While luxury e-commerce is growing, in 2017 91% still happened in a physical brand space] anything that triggers a deeper sense of discovery there is appealing.”

 

 

 

Read more on the Forbes.

 

 

 

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