Harvey Nichols eyes shoppable video tech to drive sales and engage next gen customers

Leading luxury retailer, Harvey Nichols, has launched a series of shoppable video brand collaborations using Smartzer’s award-winning interactive video technology. The shoppable skin is used to deliver a deeper brand experience, engaging customers in an innovative way and driving more sales. Critically, for the first time, Smartzer’s technology allows brands to bring this interactive shopping experience in-store via touch screens.

Harvey Nichols is rolling out Smartzer’s interactive video player through a variety of brand collaborations across their website, social channels and in-store experiences. Initial launch partners include Calvin Klein.

Following the success of shoppable video online, Harvey Nichols is bringing this innovation to their stores. Customers are able to experience the shoppable film through the full length touch screens simply by tapping on the products to see more information. The products can then be added to a basket for immediate check out, or easily connected to the customer’s phone through a QR code. Initial results indicate an average engagement rate of 48.3% and a click-through rate of 15.7%.

In addition to video performance metrics, the Smartzer platform also provides deeper engagement data to help brands understand the customer journey within an interactive video. Click maps can be used to understand which parts of the video drive the highest interaction, helping to optimise future videos from a creative perspective.

The fashion and retail industries are increasingly under pressure to develop stand out innovative in-store and digital solutions to strengthen brand experience as a key driver of sales and e-commerce. One of the strongest ways to communicate a brand story and to connect with consumers is video. Digital video ad spend in the US alone is projected to increase from $13bn to $22bn by 2021.

Harvey Nichols has recognised Smartzer’s video technology as an effective next generation marketing tool, delivering a strategic sales and brand marketing opportunity as well as critical analytics data to both the retailer and brand.

Peter Howroyd, Head of CRM and Digital Marketing, Harvey Nichols, said: “We are always looking to bring our customers closer to our product in a unique and innovative way. Smartzer’s technology has enabled us to do just that and bring the digital experience to our customers, not only online but in our stores as well.”

Karoline Gross, CEO, Smartzer, said, ‘We are very proud to have created a product that is so easy to use and delivers significant results. We see interaction rates of over50%, an average of 20 times higher than that of standard video ad formats. Our bespoke shoppable layer can be applied to any video in a matter of hours, which is something that sets us apart from our competitors.’

The rapid adoption of Smartzer across multiple industry sectors has been founded on the concept that shoppable video technology can transform the way fashion, beauty and other brands engage, communicate with and sell to their customer targets, vastly enhancing the impact and ROI of brand marketing investments.

Brands can now reach and interact with customers delivering an enjoyable, engaging and commercially sound experience, without being obtrusive, annoying or invasive – a huge criticism of traditional video advert formats covered by large clickable banners with loosely related content. What Smartzer offers instead is a bespoke shoppable video template for each brand, optimising for the best results. An example of this would be a recent Jimmy Choo shoppable video which is more storytelling focused, resulting in 34.5% a view-through rate across all channels.

Smartzer provides a way for brands to enhance their content across all marketing channels including their website, social media, video ads and in-store experiences. Brands can now link the shoppable videos directly to their Instagram stories as well as distribute them across video ad networks as a VPAID tag.

Smartzer’s clients include global leaders in fashion, luxury, retail and beauty who are delivering world-class video advertising and digital content to customers to create immersive brand experiences and to showcase, educate and inform them about new product launches and initiatives. They include LVMH, Jimmy Choo, Adidas, Burberry, Galeries Lafayette, Bulgari, M&S, Emilio Pucci, MyTheresa, Jo Malone, John Lewis Partnership, MyTheresa, JD Sports and more.