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

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in