AWear boosts conversion rates with video merchandising

Womenswear retailer AWear is using video merchandising on its
eCommerce website to bridge the gap between compelling video
experiences and purchasing behaviour. The software-as-a-service
tool from Amplience allows retailers to take existing video and
through the use of drag and drop cue points, merchandise products
or collections in parallel with video content. Customers can then
add products from the video to the basket there and then, without
manual searches or interrupting the video content.

Barbara Wills, eCommerce manager at AWear, says the Amplience
platform has delivered strong results by helping the company
merchandise products in a more engaging way for customers.
“We have already seen a significant uplift in overall
conversions since we launched video merchandising, and
experienced a spike in traffic to the AWear TV section of the
site when this storytelling content has been embedded in email

As a result of this boost in conversion, says Wills, AWear is
focused on delivering a shoppable video campaign for its
autumn/winter 12 line, “which will continue to build on
brand awareness and attract new customers”.

Commenting on the launch, Amplience’s chief executive James
Brooke adds, “Historically, video has worked very
effectively at increasing engagement and creating positive brand
experiences but it’s always missed the vital ‘add to basket’ link
that drives sales. With video merchandising, companies can create
richly engaging experiences and are able to merchandise products
in a smarter, more intuitive way.”

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