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This is a guest post by Alice Clarke.
What is shoppable content you may ask? Over the past few years, it has turned into one of the hottest inbound promotional approaches. Shoppable content refers to any type of content that enables people to transition from exploring videos/texts to shopping.
Shoppable content may come in the form of links inbedded in articles. It could also consist of a video redirect. In essence, it brings content marketing and retail together. We all know that today’s online audience is impatient. Shoppable content solves a problem by giving people quick and easy access to everything that they need.
While shoppable content may seem like a great idea, such a campaign has to be executed correctly in order to deliver results. If you’ve never tried it before, you may want to learn from the best. Here are a few examples of spectacular shoppable content and the reasons why it works.
Ted Baker’s Shoppable Film
Ted Baker is a fashion brand that has created and published a rather successful shoppable film on its website. The film enables buyers to choose characters that they like and to eventually shop for the outfits that each of the characters is wearing.
The video is called Mission Impeccable and as you’ve probably guessed already, it has a spy theme. Clicking through the actors, potential buyers can add some of their clothes and accessories to a shopping cart. Upon the completion of the clip, the audience will be taken to Ted Baker’s online store where the purchase can be completed.
Ted Baker’s interactivity efforts go beyond the shoppable video. The audience is encouraged to go on a scavenger hunt, hopping from one social channel to another. People are asked to decode top secret documents appearing on Instagram, Facebook and Twitter.
Why it works: Ted Baker hasn’t invested heavily in technological innovations so far, regardless of the fact that 55 percent of the company’s shoppers discover the website via a smartphone. The interactive approach simplifies the shopping experience and it adds a personal element in the form of the video characters.
Net-A-Porter: A New Generation Of Editorials
Here’s yet another fashion brand that relies on shoppable content in an attempt to boost the interactivity of its campaigns.
The luxury ecommerce retailer has put together its so-called shoppable editorials. The concept brings together fashion magazines and facilitated online shopping opportunities – two elements that the Net-a-Porter audience has exhibited a strong preference for.
Why it works: Fashionistas are still massive fans of fashion magazines. New media, however, provide opportunities for a modernized experience. This way, Net-a-Porter has relied on something that has proven to be successful through the years and has given it new characteristics.
Missoni For Target: Black Friday Frenzy
A Missoni for Target shoppable video has had such a profound effect that the retailer’s website crashed due to the unexpected traffic volume.
The Target-Missoni shoppable video features Margherita Missoni – the granddaughter of the fashion giant’s founders. She participates in an interactive clip that allows the audience to click through to products they like after they see a recommendation.
The Target range developed by Missoni included apparel, footwear and accessories in the price range from three to 600 dollars. It’s easy to see why such a collection by one of Italy’s fashion giants will lead to a Black Friday-like shopping craze.
Why it works: A massive fashion brand known for its exclusivity is making its products more accessible both figuratively and literally. The affordable prices and clickable interactive videos work together to make Missoni more readily available.
Crate & Barrel Shoppable Blogs
There are no limits as far as shoppable media go. Crate & Barrel demonstrates the concept through the creation of shoppable blogs.
The Crate & Barrel blog posts have long been quite popular because of the originality and the fun DIY ideas shared in each. In one of the blogs, for example, the company teaches its audience how to make floral arrangements last. Apart from featuring a ton of useful tips, the blog post also has an image slideshow that enables the readers to buy relevant items like vases.
Shoppable product tags are incorporated in the images. The fact that the relevance of shoppable content is ensured contributes to the even higher success of the campaign.
Why it works: The company gives its audience fun DIY ideas and provides product suggestions, as well. The relevance of the product suggestions is guaranteed, making blog visitors more likely to purchase.
Mail Online Femail Fashion Finder
Here’s a publication that knows its audience really well and that used the fact to generate some sales.
The Mail Online Femail Fashion Finder gives the online publication’s audience a glimpse into the latest fashion choices made by celebrities. Gossip and shopping opportunities come together. Not only will ladies be given a chance to explore the newest celebrity outfits, they’ll also get to purchase these pieces right from the photo editorials.
Each of the looks incorporates links to the respective store. Whether a girl would like to look like Victoria Beckham or Kylie Jenner, the task has become easier than ever.
Why it works: The shoppable content generated by Mail Online is based on the premise that people want to look like their favorite celebrities. Celebrity endorsements are still incredibly powerful when it comes to product selections and adding shoppable content to the mix increases the buying potential even further.
Author Bio: Alice Clarke is a marketing pro. She is also keen on writing. You can find her on this website.
