Shoppable videos

on October 22 | in Blog | by | with No Comments

Target’s collaboration with Missoni, debuting in stores next month, also marks the retailer’s first use of “shoppable videos.” A range of brands have been testing this technology, which enables consumers to click on items within a video; then they’re either redirected to an e-commerce page or able to add the item to a shopping cart without leaving the video. Some videos are visually arresting (Gucci and high-end men’s retailer Oki-Ni), some use music video-style storytelling (Canadian sportswear brand Roots) and others use basic stylist tips.


These videos engage shoppers in a way that static shots can’t and let viewers quickly transition into a transaction, perfect for today’s instant-gratification temperament. Expect more shoppable videos as seasonal shopping gets under way later this year.


Patty Orsini for JWT Intelligence

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