7 Ways Shoppable Video Can Improve Your Online Customer Experience

In this day and age, businesses are continuously seeking out cutting-edge strategies to captivate online customers and boost conversions. One trending digital marketing tool with transformative potential is shoppable video. In this article, we'll explore the concept of shoppable video, its benefits, how it improves the online customer experience, and examples of success stories that others have found with this innovative medium. So let's dive in and unlock the potential of shoppable video for enhancing your e-commerce strategy.

What is shoppable video?

The term "shoppable video" is relatively new to the digital marketing landscape but is swiftly gaining traction as more businesses embrace its potential. In essence, shoppable video combines traditional video content with interactive e-commerce elements, allowing consumers to purchase products directly from the video itself.

Definition and concept

Shoppable video can be defined as a form of interactive content that enables users to click on items featured within a video, giving them the ability to complete a purchase without leaving the video experience. This innovative format seamlessly weaves e-commerce and video, providing a more engaging shopping experience for customers and helping businesses sell their products more effectively.

Shoppable video is not just about selling products, but also about creating an immersive and interactive experience for the consumer. By incorporating clickable elements within the video, customers can explore and learn more about the product, making it easier for them to make an informed purchase decision.

Shoppable video is also a great way for businesses to showcase their products in action. By creating a video that highlights the features and benefits of the product, customers can see how it works and how it can benefit them. This can be particularly effective for products that are difficult to explain or demonstrate through text or images alone.

How it works

This advanced form of video content functions by integrating clickable elements within the video itself, often in the form of product tags, links, or hotspots. These interactive elements lead customers to product pages or shopping carts directly, simplifying the purchasing process and increasing the likelihood of a sale. Shoppable videos can be used across various platforms, including websites, social media platforms, and email marketing campaigns.

Shoppable video is also a great way for businesses to track engagement and measure the success of their video content. By analyzing metrics such as click-through rates, conversion rates, and engagement levels, businesses can gain valuable insights into how their audience is interacting with their content and make adjustments to improve their overall marketing strategy.

Overall, shoppable video is a powerful tool for businesses looking to engage their audience and drive sales. By combining the power of video with the convenience of e-commerce, businesses can create a seamless and enjoyable shopping experience for their customers, ultimately leading to increased sales and brand loyalty.

Benefits of shoppable video for businesses

As more consumers spend time online watching videos and shopping, it's no surprise that shoppable video offers a myriad of benefits to businesses that embrace it. Here, we will explore some of these advantages which can lead to a better online customer experience and ultimately, increased revenue.

Increased conversion rates

By allowing customers to shop directly within a video, businesses can significantly reduce the complexity and friction involved in the purchasing process. Shoppable video streamlines the customer journey from product discovery to transaction, making it more likely for customers to complete a purchase, hence boosting conversion rates.

Moreover, shoppable videos offer a unique way for businesses to showcase their products in action. By demonstrating how a product works or how it can be used, businesses can provide customers with a better understanding of the product, which in turn can lead to increased sales.

Enhanced customer engagement

Today's consumers are inundated with an endless stream of content, making it increasingly challenging for businesses to grab their attention. Shoppable videos offer a unique, engaging, and interactive experience that captivates audiences and keeps them glued to the screen.

Businesses can use shoppable videos to tell a story or convey a message that resonates with their target audience. By providing valuable information or entertainment, businesses can build trust and credibility with their customers, which can lead to increased brand loyalty and repeat business.

Streamlined purchasing process

One of the main hurdles to online sales is the often complicated and lengthy purchasing process. Shoppable videos cut through this issue by allowing customers to make purchases with just a few clicks, directly from the video they're watching.

Moreover, shoppable videos can be used to provide customers with additional information about a product, such as reviews, ratings, and specifications. This can help customers make more informed purchasing decisions, which can lead to increased customer satisfaction and reduced returns.

In conclusion, shoppable videos offer a range of benefits to businesses that are looking to enhance their online presence and increase sales. By providing customers with a seamless and engaging shopping experience, businesses can build brand loyalty, increase conversion rates, and ultimately, drive revenue growth.

How shoppable video improves the online customer experience

Shoppable video is an innovative and exciting way for businesses to engage with customers and drive sales. By combining the power of video content with e-commerce functionality, shoppable videos offer a unique and immersive shopping experience that can enhance the online customer experience in many ways.

So far, we've discussed some broad benefits of shoppable video for businesses. Now, let's dive deeper into how shoppable video can specifically improve the online customer experience, making consumers more likely to return and recommend your brand to others.

Interactive and immersive content

One of the key advantages of shoppable video is that it provides customers with an interactive, immersive shopping experience that goes beyond traditional e-commerce channels. By allowing shoppers to explore products within the context of visually appealing stories and scenarios, shoppable videos create a sense of excitement and emotional connection that keeps customers engaged and invested in the brand.

For example, a fashion brand might create a shoppable video that showcases a model wearing their latest collection while walking through a picturesque city. As the model moves through different locations, viewers can click on the clothing items she is wearing to learn more about them and make a purchase. This type of experience can be much more engaging and memorable than simply browsing through a product catalog.

Personalized product recommendations

Personalization is a vital factor in today's online retail landscape, and shoppable videos offer an excellent way for businesses to deliver tailored product recommendations. Shoppable video platforms can use data on customer preferences, browsing history, and buying behavior to suggest relevant items within the video itself. This level of personalization enhances the customer experience and increases the likelihood of a sale.

For instance, a beauty brand might create a shoppable video that features a makeup tutorial. As the video progresses, the platform can suggest products that are relevant to the customer's skin tone, preferred makeup style, and previous purchases. By tailoring the experience to the individual customer, the brand can create a more meaningful and effective shopping experience.

Seamless integration with e-commerce platforms

Another advantage of shoppable video is its capacity to work in harmony with existing e-commerce platforms, such as Shopify or WooCommerce. This seamless integration allows businesses to benefit from the features and functionality of their preferred e-commerce platform while providing customers with a smooth and hassle-free shopping experience. As a result, customers are more likely to enjoy interacting with your brand and make repeat purchases.

For example, a home goods brand might create a shoppable video that showcases their latest collection of furniture and decor. As customers click on different items within the video, they are seamlessly directed to the brand's e-commerce platform to complete the purchase. This type of integration can create a more cohesive and streamlined shopping experience that is more likely to result in a sale.

Answers questions that may stump customers

One of the most common reasons for cart abandonment is shoppers simply can't figure out if the item they're looking for is exactly the right thing for them to buy. Shoppable video can take the place of an FAQ section or user-generated questions and help answer a lot of those key questions in an interactive and fun way.

To use an example, a camping equipment brand could create a series of shoppable videos that provide an in-depth overview of their backpacks. Each video could cover the weight, special features, number of pockets, airplane-friendliness, and how weatherproof a bag is, before providing recommendations on who each bag is best suited for. Customers don't have to pore through technical specs to get a clear idea of which bag is right for them.

Enhanced product discovery

Shoppable videos allow customers to discover and interact with products in a more engaging and immersive way. By incorporating clickable product tags within videos, customers can easily access additional information about the products and make purchase decisions in real-time, enhancing their overall product discovery experience.

The best way to incorporate shoppable video to drive product discovery is by having videos displayed prominently on your home page. Instead of shoppers having to search for or click around to find what they're looking for, shoppable video can help them discover products in a more organic, enjoyable way.

Social media integrations

Shoppable videos can be easily integrated into social media platforms, creating a seamless shopping experience for customers who discover products through social media channels. This integration allows customers to click and shop directly from social media videos, streamlining the customer journey and providing a convenient and enjoyable shopping experience.

A brand with a huge TikTok following can repurpose their TikTok content into shoppable video, giving shoppers the chance to revisit content they may have loved watching before, or catch up on videos they might have missed.

Mobile-friendly shopping

Shoppable videos are optimized for mobile devices, providing a seamless and convenient shopping experience for customers who prefer to shop on their smartphones or tablets. With the increasing use of mobile devices for online shopping, shoppable videos ensure that customers can easily shop and make purchases on-the-go, improving the overall customer experience.

In conclusion, shoppable video is a powerful tool that can help businesses improve the online customer experience in many ways. By providing interactive and immersive content, personalized product recommendations, and seamless integration with e-commerce platforms, shoppable video can enhance engagement, increase sales, and build brand loyalty.

Examples of successful shoppable video campaigns

Shoppable video is a powerful tool that has been increasingly adopted by businesses to enhance their online customer experience and drive sales. It allows viewers to click on items within the video and shop the featured styles in real-time, creating an enticing shopping experience for the customers. Let's take a look at some examples of businesses that have successfully leveraged the power of shoppable video.

Case study 1: ASOS

Popular fashion retailer ASOS has been an early adopter of shoppable video. They have been using the technology to showcase their latest collections in creative and engaging ways. By creating interactive videos that allow viewers to shop the featured styles in real-time, ASOS has managed to create an enticing shopping experience for their fashion-forward customer base. They have also utilized shoppable video to provide styling tips and outfit inspiration, helping customers make informed purchase decisions.

ASOS's shoppable video campaign has been highly successful, resulting in increased sales and higher customer engagement. Their use of the technology has allowed them to stand out in a highly competitive industry and provide a seamless shopping experience for their customers.

Case study 2: Tarte Cosmetics

Beauty brand Tarte Cosmetics teamed up with YouTube influencers to create shoppable videos featuring various makeup products. This partnership led to a highly successful campaign as the engaging and informative content resonated with the target audience, resulting in significant increases in sales and brand engagement.

The shoppable videos created by Tarte Cosmetics featured makeup tutorials and product demos, allowing customers to see the products in action before making a purchase. By providing valuable and informative content, Tarte Cosmetics was able to build trust with their audience and drive sales.

Case study 3: Puma

Global sports brand Puma utilized shoppable video to launch a highly successful interactive shopping experience for their new collection. The visually appealing content featured clickable products, enabling customers to instantly shop their favorite items directly within the video.

Puma's use of shoppable video technology resulted in an increase in sales, higher customer engagement, and a wider audience reach. The interactive shopping experience created by Puma allowed customers to engage with the brand in a new and exciting way, resulting in increased brand loyalty and customer satisfaction.

Create your own shoppable video for free

In conclusion, shoppable video represents a massive opportunity for businesses looking to enhance their online customer experience, drive sales, and set themselves apart from competitors. By understanding the concept, benefits, best practices, and examples of successful campaigns, you can confidently implement this powerful tool in your digital marketing strategy and watch your e-commerce endeavors soar to new heights.

Ready to level up your video marketing and CX game all at once? GhostRetail's shoppable video app is your secret weapon. With just a few clicks, you can turn any video into a virtual storefront, seamlessly guiding your customers to purchase your products.