Firstly, you will need to add product information to the video. This will be through imagery, text and URLs via a Product API, via a Product Feed or manually.
Customer’s will be able to find out details about products by clicking “Hotspots” in the interactive video. Brands can add this feature by “tagging” products in an interactive overlay. This can be done manually or via photo recognition software. Once videos are tagged, customers will be able to interact and select products to learn more info or even make a purchase. This may be through a “quick buy” or “add to basket” call to action.
Should you have a Product API available, connecting it to your shoppable video player is the best and easiest way to add real-time product information to your player. Simply search the product you wish to tag by the ID or by name and pull the information directly into the player.
The simplest way to add products to your shoppable video player is to add all the fields in manually. Should your video not have too many items to add this is a flexible method that can be worth the effort.
Many interfaces allow brands to upload their product information via a product feed or file. This can allow brands to add a lot of information at once saving time, however it can prove quite difficult to manage in the long run as the product information is not served in real-time.
An example of video e-commerce in action is exemplified by Missoni X Adidas using Smartzer’s tool. Missoni used Smartzer's platform to make the Adidas collection film shoppable across their e-commerce website and Instagram. Viewers were able to click on the looks in the video to easily discover additional product details with direct links to shop.
Usually, the customer becomes aware of the brand through ads, discovers and researches the product details on an eCommerce site, considers the product then makes the decision to purchase. Through regular, non-interactive video ads this might require the following links to be re-directed out of the previous window to eventually get to the website in a long-winded process. During the journey from the ad to the e-commerce site, you may be distracted from the original product and lose interest. Interactive videos engage customers through a clickable dimension that provides all the necessary details to make an informed purchase without leaving the video.
Interactive video enables each stage of the purchase funnel to be measured. Tracking the initial views and dwell time on the video at the awareness stage, the clicks on the products at the discovery stage, measure clicks at the consideration stage through a call to action and measure conversions through successful purchases or sign-ups.