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.

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