MAC & Marc Jacobs Beauty |
Shoppable Beauty Masterclasses

The goal behind using Smartzer's technology was to amplify the impact of the beauty tutorials. The products that were featured in the beauty masterclasses would be difficult to locate on an e-commerce website with a very broad product selection. By adding shoppable hotspots to the products, the product discover journey would be made super simple and therefore promote engagement as well as driving customers to product pages for the featured items.

The beauty masterclass videos were tagged with shoppable products from the MAC and Marc Jacobs beauty product selections available on Harvey Nichols ecommerce. In addition to the shoppable product hotspots, a shoppable carousel alongside the video which includes all the featured items was added. The featured products were also added to the replay screen for additonal browsing opportunities.

The shoppable videos achieved the goal of creating a direct link between the beauty tutorial videos and the featured products enabling easy product discovery and ability to find the relevant product pages in a single click. The high engagement and clickthrough rates that were measured, proved the benefit of the interactivity to Harvey Nichols customers and enabled the retailer to drive measurable mid and lower funnel activity, which is not possible with a regular video. Using the shoppable technology enabled Harvey Nichols to turn the videos from awareness videos into high impact content that drives sales.