THE UNSTOPPABLE SHOPPABLE CONTENT

Online audience's are constantly evolving and developing and as a result, shoppable content has been given the crucial space to grow.


Recently, marketers have seen big changes in online audience demographic. It is no longer true to say that online consumers are explicitly Gen-Z. Now, close to a third of Instagram's users are aged 35 or older. Even TikTok is reaching a greater variety of age groups with 40% of its users older than 25 in 2019. 2020 pushed these demographic changes even further with many reaching towards their mobile phones for entertainment and shopping solutions when businesses were closed.


With this transfer, shoppable content has found new footing amongst a wide range of audiences. This has been largely down to how easy the interactive format makes shopping. Directly linking viewers to buy the products that they see on screen and offering them a wide range of sizing and colour options as well as product information.


Shoppable content makes life easier for online shoppers. They can seamlessly move from the content to purchasing the product – so no secondary websites, redirects or endless searching. Just instant, direct sales. This cuts out any “thinking time” and targets impulse purchase shopping.


At the touch of a button, consumers can purchase the exact product from a video. This has opened the door to a more instant, personalised, engaging way of shopping. With this brands can produce a customer focussed experience.


Here are some key examples of inspirational shoppable content shared online...


Shoppable text and articles...



In Net-A-Porter’s editorials, “Shop the Look” anchor links have been included under each image, giving the reader the opportunity to buy the featured product from a pop-up on screen. Read insightful interactive content and buy straight from the story in an engaging entertainment fuelled reading and shopping experience.


Shoppable images and lookbooks...



Jack Wills seamlessly used the magic of shoppable content to create an interactive campaign look book. Customers could browse new collections, learn about the product and then click a CTA to be directed to the product page to buy.



Interactive Video...





Luxury fashion brand, Oroton, took shoppable content one step further with a completely immersive and interactive runway show. Viewers could buy entire looks fresh from the runway in a 'see now, buy now' experience. This interactive campaign was seamlessly created using Smartzer's interactive video platform.



Livestream Shopping...



Clarks embraced a more social way of selling through livestream shopping. This form of shoppable content enabled the brand to sell in real-time, featuring products and interacting with viewer comments in the chat bar. Smartzer's interactive video platform allowed Clarks to reach incredible levels of engagement.



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