Womenswear retailer AWear is using video merchandising on its ecommerce website to bridge the gap between compelling video experiences and purchasing behaviour. The software-as-a-service tool from Amplience allows retailers to take existing video and through the use of drag and drop cue points, merchandise products or collections in parallel with video content. Customers can then add products from the video to the basket there and then, without manual searches or interrupting the video content.
Barbara Wills, ecommerce manager at AWear, says the Amplience platform has delivered strong results by helping the company merchandise products in a more engaging way for customers. “We have already seen a significant uplift in overall conversions since we launched video merchandising, and experienced a spike in traffic to the AWear TV section of the site when this storytelling content has been embedded in email campaigns.”
As a result of this boost in conversion, says Wills, AWear is focused on delivering a shoppable video campaign for its autumn/winter 12 line, “which will continue to build on brand awareness and attract new customers”.
Commenting on the launch, Amplience’s chief executive James Brooke adds, “Historically, video has worked very effectively at increasing engagement and creating positive brand experiences but it’s always missed the vital ‘add to basket’ link that drives sales. With video merchandising, companies can create richly engaging experiences and are able to merchandise products in a smarter, more intuitive way.”
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