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A|wear gains with video merchandising

By Retail Technology | Tuesday March 5 2013

Amplience boosts conversion rates for Irish female fashion brand by 30% by providing engaging and intuitive interaction online

A|wear has seen a 30% uplift in conversion rates after implementing Video Marketing, part of the Amplience rich-media sales and marketing platform.

A|wear selected the Amplience Video Marketing to strengthen the link between compelling video experiences and purchasing. The technology platform gives A|wear the opportunity to improve merchandising possibilities on its site, as well as providing customers with the chance to interact with its products in a more engaging and intuitive way.

Interactive TV shopping experience

Introducing the platform has enabled A|wear to enhance its TV channel, A|wear TV, with high quality, content for purchase. Drag and drop cue points within the video allow A|wear to effectively merchandise seasonal products alongside it.

The software as a service (SaaS) based platform has shortened the journey to checkout and boosted average order value (AOV), as customers are able to add multiple products to their baskets, straight from the video, without interrupting the visual experience.

Barbara Wills, online designer and user experience lead at A|wear, stated: "When women are clothes shopping, visuals are everything, and not just colour and shape, but how it hangs and how it moves. This makes video and engaging content key to online sales for a company like ours. The Amplience platform has already delivered strong results by helping us to merchandise products in a more engaging way for our customers. This success has enabled A|wear to drive greater brand awareness and achieve a positive customer experience.”

Boosting conversion rates

She added: “The Video Marketing solution is easy to control, taking a matter of seconds to easily add products to cue points within videos. We have already seen a big boost in conversions since we launched video merchandising, and experienced a spike in traffic to the A|wear TV section of the site when this storytelling content has been embedded in email campaigns.” 

Wills also confirmed: “We have seen up to 30% uplift sales on any product used within the Amplience video and style features section of our website. As a result we will be growing this area of our website as well as driving it as a key area in our overall strategy for the next 12 months.”

Video Marketing can be embedded into category and homepages to create compelling merchandised experiences on a range of tablet and smartphone devices in HTML5. Retailers can use new content or repurpose existing assets from YouTube material or TV advertising.

A|wear launched its transactional e-commerce site in 2008 and has been using the Amplience platform for three years.

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