London based interactive video startup, Smartzer, has today announced that SimplyBe and Valentino – the latter via MyTheresa – are the first to use its shoppable videos via social media.
Smartzer’s patented click-to-buy technology allows customers to click through to items from interactive videos. The technology has already been used by the likes of John Lewis, Zalando and Bulgari on their websites – driving almost 60 per cent interaction rate for the latter. Now Smartzer has launched a new feature which allows brands to share shoppable video content within social apps such as Instagram, Snapchat and Facebook – significantly increasing their reach. Consumers can simply swipe up from an Instagram or Snapchat story, or via a Facebook canvas ad, to receive the full interactive experience, via clickable hotspots.
Valentino became the first brand to benefit from this new social feature when it worked with MyTheresa on its Fall/Winter ‘17 pre-launch. MyTheresa produced a film showcasing certain items from the range, as well as a behind the scenes video on its Instagram story with an option to swipe up to watch and shop the film – supported by Smartzer’s technology. Just last week, SimplyBe also partnered with Smartzer to make ‘The Curve Catwalk’ from London Fashion Week shoppable via Instagram. The interactive video was available within an hour of the show.
Founder and CEO of Smartzer, Karoline Gross, thinks this is just the beginning for the technology. “We saw a bunch of trends during London Fashion Week that show the importance of customer-centric strategies for retailers,” she said. “Take Amazon for instance – partnering with Nicola Formichetti to offer catwalk to doorstep delivery in just one hour. We see shoppable video as a core part of that process – enabling customers to find the piece they want instantly. In a few years, we could be seeing shoppable live streams which allow customers to click through to the item they want, purchase it, and have it delivered the next day, or even within an hour.
“Our aim is to enable all brands from the high street or high end to offer these kinds of interactive, customer-centric experiences – while providing detailed analysis of customer interaction. In an ever-evolving landscape where technology is constantly revolutionising the way that consumers shop, it’s imperative that brands listen to what their customers really want.”
Karoline founded Smartzer in 2012 – with an aim to create engaging and personalised videos with clickable content that takes the consumer straight from video to shopping platform. With shoppable videos fast becoming the new standard within video advertising, Smartzer’s technology allows brands to realise the full potential of eCommerce by adapting their existing video content to become directly shoppable.
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