Michael Hill looks to build ecommerce sales with video marketing

Customers can buy products while they’re watching the video

Jewellery retailer, Michael Hill, is aiming to drive repeat visits to its websites with a `shoppable video’ platform which allows customers to buy products directly from the video.

The platform was rolled out in November 2013 across the company’s websites in Australia, New Zealand, Canada and the United States. Customers in these markets can watch a video about a specific item and, if they like the product enough, purchase while the video is still playing.

Michael Hill group digital manager, James Johnson, said it uses this purchase information to send emails to customers, offering them the chance to become VIPs and receive special offers.

“These videos lend themselves to a range of opportunities to generate awareness, increase engagement and drive sales by presenting engaging content around Michael Hill’s brand and jewellery collections,” he said.

“The videos engage the user to see more and keep coming back to the website.”

Johnson was pleased with the video usage to date but would not provide any metrics.

"With our new shoppable video campaign, we now have the ability to tie video to key online retail metrics and understand the impact of video on conversion rates and other key indicators," he added.

Read more: Australian retailers failing on digital engagement

Tailored videos mean that customers in A/NZ and North America are offered products in the correct currency. The videos are optimised for PCs, tablets and smartphones.

“Our jewellery is more than just a product and price as would be normally conveyed on a website,” Johnson commented.

E-commerce consultant firm, Amblique, was brought in to create the `shoppable video’ campaign which is built on the Brightcove Video Cloud platform.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

There is a new digital capture tool called QuickTrials app (www.quicktrials.com) that allows people who conduct Field Trials to collect t...

Quick Trials

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Recommendation engine is a great example of AI / ML.

Francis Kim

Chat bots: How to use them commercially right now - Big data delivery - CMO Australia

Read more

This new logo is offensively bad! And stop flashing it at us in between points on the television coverage. Trying to subliminally program...

Simon

Tennis Australia unwraps new brand identity for Australian Open

Read more

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

MichaelBGreen

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in