SMARTZER X BROWN THOMAS: AW21 MENSWEAR SHOPPABLE CONTENT

For the AW21 season, Brown Thomas has released some inspiring shoppable video content for menswear.


The luxury, Irish retailer used Smartzer's interactive video platform to promote their key pieces for the Autumn/Winter menswear launch. The dynamic and immersive, interactive content adds life to the landing page leading to a memorable shopping experience.


EXECUTION


By using shoppable video, viewers could buy the latest pieces from brands like Alexander McQueen, Prada, Givenchy, Gucci and more. The video featured clickable hotspots that brought up product information in a group popup. Customers visiting the landing page could click the 'SHOP NOW' call to action to be taken directly to the product display page to buy. The group popup feature enabled viewers to buy every item from the model's look. Smartzer's interactive video platform allowed Brown Thomas to transform standard video into an engaging and compelling piece of content marketing for Ecommerce.



RESULTS


By using shoppable video technology, Brown Thomas's 'Forces of Nature' collection video resulted in the following features:


  • Clickable overlay with group popups featuring multiple products

  • The ability to shop the look through links to product display pages

  • 'Shop Now' and 'Click the Look to Explore' calls to action

  • Browsable side carousel with all the featured looks

  • Replay screen with all the featured products

  • Seamless landing page integration




CONCLUSION


Using shoppable video on landing pages can make the site experience much more engaging and interesting. The informative product popups direct viewers to their favourite pieces, shortening the path to purchase. Brown Thomas is no stranger to Smartzer's interactive video platform as they demonstrate how to use smooth moving, 90 second videos to optimise the shoppable content.

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