Ralph Lauren x Farfetch | Interactive Retail Experience

Ralph Lauren partnered with Smartzer's interactive shoppable video platform to create the ultimate retail experience online.

Betty Wang, VP of Fashion Concierge at Farfetch joined Robin Steiner, the iconic fashion editor & brand consultant to create a tour of the new Ralph Lauren flagship store in Milan. The video featured all of the beautifully curated stores and the iconic restaurant, Polo Bar.

During this immersive & Shoppable styling experience, Steiner discusses his favourite looks and collection inspiration. All the products shown in the video could be purchased instantly using Smartzer's hot-spot tagging technology. Customers could click to explore details and then be redirected to the product display pages to buy.

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32%
CLICK THROUGH RATE
59%
ENGAGEMENT RATE
MERGING IN-STORE EXPERIENCES, ONLINE
GOAL

The objective for Ralph Lauren was to bring a very exclusive experience, like a store-opening, to an online audience. Utilising Smartzer's interactive shoppable platform in a way that invited Ralph Lauren's customers to shop directly from the video and expand the product discovery that was currently being shown within the store.

Execution

Smartzer's interactive shoppable pop-up allows viewers to click on a product to instantly gain access to more information that might help with the buying decision. This pop-up can be triggered via Smartzer's hot-spot technology which is an elegant overlay over the specific product shown at that moment.

Results

The shoppable video performed well and generated incredibly strong results with a 30% click through rate. This proved that interactive shoppable content is a creative and innovative way of bringing the in-person retail experiences online to push instant conversion.

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