Bringing Brands to Life with Video Commerce

Every hol­i­day sea­son, only one tele­vised fash­ion show com­mands a highly antic­i­pated audi­ence of 15 mil­lion view­ers world­wide. Broad­cast on Decem­ber 10, the Victoria’s Secret Fash­ion Show stunned the world as the highest-rated pro­gram of the evening, with 9.3 mil­lion view­ers that night alone. The show gen­er­ated buzz and spread brand aware­ness to con­sumers around the world. Those unaware of the brand were bound to ask, “What is Victoria’s Secret?”

Like Victoria’s Secret, Japan­ese retailer Xavel attrib­utes a key part of its suc­cess and more than $200 mil­lion in annual sales to host­ing pop­u­lar bian­nual fash­ion shows. One of Xavel’s secrets is excit­ing trend-setting fash­ion­istas into buy­ing the newest cloth­ing lines using mobile phones dur­ing and after the run­way shows. Both Victoria’s Secret and Xavel pub­lish the fash­ion show videos on the Web to fos­ter the same emo­tional expe­ri­ences online.

Unlike many other lux­ury brands, Burberry, a British apparel and acces­sory designer, not only live streams its shows, but also lets view­ers click-to-buy its col­lec­tions after the show ends. Burberry posts the live stream on its web­site, where its tar­get afflu­ent audi­ence can view the clothes’ tex­ture, motion, and col­ors in detail. It’s a pow­er­ful, high-conversion form of video commerce.

When the show is over, Burberry keeps its brand in con­sumers’ minds by let­ting them view run­way show videos on the com­pany web­site. As you watch the run­way show online, you can view images of each look and share them with friends via social networks.

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As brands like Burberry con­tinue to show that live stream­ing can be done effec­tively with­out dilut­ing the brand and its asso­ci­ated exclu­siv­ity, more and more lux­ury brands will likely take heed and exper­i­ment with pre­view­ing upcom­ing col­lec­tions through video plat­forms like Insta­gram and Snapchat, lever­ag­ing video com­merce for con­sumer engage­ment and over­all conversion.

Fash­ion brands and retail­ers would both likely agree that there’s noth­ing more effec­tive than cus­tomers com­ing into their stores and engag­ing with their prod­ucts. But when it comes to online retail, video com­merce is the next best thing to try­ing out prod­ucts in a store. It offers a valu­able oppor­tu­nity to deliver com­pelling expe­ri­ences in a click.

As the most share­able form of media, video effec­tively imparts a brand’s voice and builds a bond with a cus­tomer.  Watch­ing a video on the L.L. Bean site, for exam­ple, gives you a vis­ceral exam­ple of how pow­er­ful the medium can be in build­ing an emo­tional con­nec­tion with cus­tomers through tes­ti­mo­ni­als, human inter­est sto­ries, and com­pany her­itage videos.  An effec­tively pro­duced video can enter­tain and inform while also immers­ing you in a highly emo­tional and mem­o­rable expe­ri­ence that enhances the brand. Sim­i­larly, on their prod­uct pages, Aber­crom­bie and Saks Fifth Avenue use video to accen­tu­ate the buy­ing expe­ri­ence. Along with a carousel of images, both retail­ers use 3 to 5 sec­ond videos to dis­play the beauty and vivac­ity of their products.

Even online spe­cialty retail­ers have found sig­nif­i­cant suc­cess with video engage­ment. Ariat, an eques­trian sport sup­plier, found that vis­i­tors who viewed a video on its site had a 160 per­cent higher con­ver­sion rate than vis­i­tors who didn’t.

And sur­pris­ingly, hav­ing a video on a prod­uct page—even if it’s not viewed—can increase con­ver­sions.  Onli​neshoes​.com not only made this dis­cov­ery, but also found that cus­tomers who did view a video con­verted at a rate 45 per­cent higher than the site’s average.

Zap­pos, a large shoe retailer, has been a trail­blazer in using videos on its prod­uct pages. The com­pany has found a 6 to 30 per­cent sales increase for prod­ucts with pages that include video demos.

Today’s com­plex world of mar­ket­ing across mul­ti­ple screens is becom­ing even more tech­ni­cal. Full-service mar­ket­ing plat­forms, such as Adobe Expe­ri­ence Man­ager, can help lux­ury brands dynam­i­cally serve an appro­pri­ately for­mat­ted video on any smart­phone, PC, or tablet prop­erty.  Mar­keters can use these plat­forms to cus­tomize inter­ac­tive videos that emu­late in-store expe­ri­ences. For exam­ple, an online shop­per can watch a video of a fash­ion model demon­strat­ing the prod­uct and inter­act with the objects in a video—such as click­ing to learn more, sub­scribe, or buy—all while the video is playing.

Video com­merce is quickly becom­ing an inte­gral part of e-commerce and brand mar­ket­ing. By com­bin­ing immer­sive brand sto­ry­telling and engag­ing prod­uct demon­stra­tions, video gives you the cre­ative flex­i­bil­ity to bring both your brand and prod­ucts to life.

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