Natori, a designer brand specializing in women’s apparel, lingerie, and sleepwear, set out to leverage video as a way to educate consumers about their offerings and tap into new customer segments. Thanks to a stellar video strategy, Natori has achieved just that.
Natori chose to test how video could increase customer engagement and in turn drive conversions. They partnered with Firework to activate their new video strategy across their website – www.natori.com
1. Owning the customer journey and experience to drive engagement
By 2022, Natori was already well-established at leading retailers, including Neiman Marcus, Nordstrom, Saks Fifth Avenue, Dillard’s and Bloomingdale’s. But a robust presence at physical locations was only one half of the equation; in order to provide customers with a true cross-platform experience that extended to its online presence, Natori leaned on the power of video.
Ken Natori
President - Natori
We have been on a mission to expand Natori.com beyond being a website that just executes transactions. Firework’s livestreaming capabilities have helped turn our site into a content destination, and we are thrilled to see the increase in customer engagement and loyalty.
2. Deploying a video strategy that boosted average order values by 15%
Short video carousels, often featuring user-generated content, and weekly livestreams proved effective in educating Natori customers about its products. This approach not only allowed Natori to drive brand awareness on its own terms but also planted the seed for developing long-term brand loyalty.
The video content helped educate customers about Natori products – the shoppable videos and livestreams focused on letting customers get a better sense of the fit, feel and quality of the products being showcased. This was done via a combination of the garments and accessories being modelled, as well as the product information being shared (along with real-time responses to queries during livestreams).
Livestream video events highlighting seasonal product picks and gift guides created another engagement opportunity where customers could directly interact with the host, ask questions and shop when inspiration struck.
The result? Every Natori livestream, on average, witnessed a 15% increase in average order value compared to non-livestream sales.
3. Providing a unique luxury shopping experience with a human touch
The right video strategy can all make the difference when trying to stand out in an increasingly crowded luxury marketplace. Consumers of luxury goods seek a connection with the brands they buy, regardless of whether it is in physical or digital stores.
Natori used the video format to help establish the human connection that customers of luxury and aspirational brands are used to. Many Natori livestreams were hosted by either Natori Founder and CEO Josie Natori or by Ken Natori, President of Natori. Giving livestream viewers this kind of unprecedented access to the people behind the brand, and having them answer questions in real-time, instilled great confidence in the viewers.
It is therefore not surprising that Natori livestreams saw, on average, 141% higher conversion rates versus its other sales avenues.
Consumers are often hesitant to make big-ticket purchases online. However, Natori is a prime example of how a luxury fashion brand can harness shoppable videos and livestream shopping effectively – on their own platforms and on their own terms – to mitigate consumer fears and educate them via authentic content.
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