Video and Shopping: Why They Need to Be in the Same Place

There's a seismic shift in consumer demographics as Generation Z's purchasing power, nearing $100 billion, begins to outpace the $65 billion of millennials. With their distinct online habits and digital fluency, this younger generation is redefining the consumer landscape. And Generation Z’s medium of choice, video, is reshaping how customers engage with brands and purchase. Integrating video shopping content on your owned, online properties is essential for capitalizing on opportunities, streamlining the shopping process, and enhancing decision-making. Additionally, with today’s multi-screening, multi-tasking consumer base, brands must convert users at the moment they decide to purchase before they are distracted, or the sale is stolen away by a rival. This is why we’ve seen a dramatic increase in brands using shoppable videos and live commerce— which include interactive elements such as clickable links, hotspots, and calls to action, allowing viewers to browse and purchase products without leaving the video.

In this article, we will explore how shoppable videos can be used effectively at different stages of the customer journey on your website to boost sales and provide a seamless shopping experience.

Capturing Impulse Buyers with Engaging Video Content and Simplified Shopping

At the start of the customer journey, shoppable videos can effectively target impulse buyers and those who need minimal product education to make a purchase. By offering engaging and visually appealing videos that showcase your products, you can immediately capture their attention and make it easy for them to take action.

Emphasize Visual Appeal

Impulse buyers are drawn to eye-catching visuals and dynamic content. By incorporating visually stunning elements into your shoppable videos, such as high-quality images, animations, and creative storytelling, you can capture their interest and entice them to explore your products further.

Offer Exclusive Deals and Promotions

Incorporating exclusive deals or time-sensitive promotions within your shoppable videos can create a sense of urgency and encourage impulse buyers to purchase. These limited-time offers can also develop an understanding of exclusivity, making customers feel special and more likely to buy.

Simplify the Buying Process

Interactive elements such as clickable links, hotspots, and product cards with details allow viewers to browse and purchase products directly from the video, reducing friction and facilitating a smooth shopping experience. Catering to impulse buyers with shoppable videos enhances user experience and increases the likelihood of converting these visitors into customers.

Uniting Video and Shopping in the Middle of the Funnel: Enhancing Product Knowledge and Showcasing Competitive Advantages

It’s hard to know when that moment of clarity hits a customer and when they are ready to buy. But, the middle of the funnel is critical because this is when you could most likely lose them. And while we want to present enough content to answer all of their questions, sometimes, too much information is data overload. Even though your video shopping content is comprehensive, new information could raise more questions and create friction in the buying process. As customers move further along the sales funnel, shoppable videos can provide detailed product information, address niche topics, answer questions preemptively, and position your product as superior to competitors. By giving consumers a quick and easy way to buy directly from the video content, you can ensure that you don’t lose their interest in buying when the iron is hot.

Create Informative and Engaging Content

Creating informative and engaging videos that dive deep into your products' features and benefits can help customers make well-informed decisions and strengthen their connection to your brand. Using storytelling, testimonials, and product demonstrations, you can effectively communicate the value of your offerings and encourage customers to consider a purchase.

Address Frequently Asked Questions (FAQs)

Shoppable videos can also serve as a platform to address common questions or concerns that potential customers may have. By proactively answering FAQs in your videos, you can provide valuable information while alleviating doubts or uncertainties, leading to a more confident purchasing decision.

Differentiate from Competitors

In addition, video shopping content at this stage allows you to differentiate your brand from competitors by providing a unique and interactive way to explore products. In a crowded eCommerce market, standing out with engaging and informative content is vital to attracting and retaining customers.

Integrating Video and Shopping at the Bottom of the Funnel: Facilitating Seamless Purchases and Elevating the Customer Experience

At the bottom of the sales funnel, shoppable videos can be a powerful tool for converting customers who have already figured out what they want, going in-depth into your website to research all of their questions, and now they are ready to make a purchase. By providing them with a seamless way to buy directly from the video, you eliminate potential barriers to conversion and create a hassle-free shopping experience.

Showcase Attractive Features and Benefits

These videos showcase the product's most attractive features and communicate its value. High-quality close-ups, demonstrations, and comparisons can help highlight the product's unique selling points, convincing customers of its worth and persuading them with the final push they need to purchase.

Incorporate Strong Calls-to-Action

Not every consumer is aware of shoppable videos. Ensure you include strong and clear calls-to-action (CTAs) to take the final step and complete a purchase. CTAs such as "Buy Now" or "Add to Cart" should be prominently displayed and easily accessible to ensure a smooth and convenient shopping experience.

Offer Personalized Recommendations

At this stage, shoppable videos can also be used to provide personalized recommendations based on the customer's browsing history or preferences. By offering tailored suggestions, you can enhance the overall shopping experience and increase the likelihood of upselling or cross-selling.

Video + Shopping in the Same Place = Meeting Today’s Customers Where They’re At

In conclusion, integrating shoppable videos across the sales funnel on your owned properties is essential for providing a seamless and engaging customer experience that combines shopping and product education. From capturing impulse buyers at the beginning of the journey to driving immediate purchases at the bottom of the funnel, shoppable videos offer a powerful way to educate and entertain while at the same time facilitating a smooth path to purchase. Don't miss out on the opportunity to harness the power of video shopping and transform how consumers interact with your brand and make purchases. Book a demo today.