Prospecting : Nine West Uses Clickable Video to Acquire, Engage Shoppers
November 2010
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To unveil its new fall line of fashion footwear — and capture the surge of consumers gravitating towards online video — women's fashion footwear, handbags and accessories cross-channel retailer Nine West launched a clickable online video campaign. For the campaign, Nine West partnered with ConciseClick, a provider of online clickable video, and debuted the technology in late August.
The featured clickable video presents Nine West's latest offerings, from lacings to animal prints, and allows viewers to point, click and purchase while watching. ConciseClick's web-based, video hot-spotting technology tagged the actual footwear and accessories within the streaming video as clickable links. Viewers can follow the tagged content and choose to click on what product they're interested in. Once the content has been clicked on, consumers are provided with product descriptions, price and the opportunity to directly purchase the product.
Clickable video enables Nine West to engage consumers with its fall fashion trends at the point of sale, without inundating them with pop-ups, flashy banners or pre-video advertisements. The approach seems to be working: The retailer's video received over 54,000 clicks in its first two days, as well as posting an engagement rate of 6.1 (the average viewer clicked six times during one viewing of the video).
"The integration of clickable video allows Nine West shoppers to fully interact with the brand, giving her instant access to the latest must-haves in an entertaining and shoppable format," said Robyn DeWolf, Nine West's vice president of marketing, in a ConciseClick press release.
Nine West's social media presence also received a boost from the company's use of clickable video. ConciseClick's technology allows Nine West's video to be shared, played and shopped directly from a user's Facebook wall. Fans of Nine West are also able to discover the brand's fall products via the clickable video on their Facebook news feed in a nondisruptive way. — Joe Keenan
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