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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in