Creating the seamless shopping experience is something that marketers have discussed no end but the struggles of advertisements turning off shoppers are still as relevant as they’ve ever been when it comes to creating the ideal shopping experience online.
These days shoppers are still expected to open a new tab or even switch the app they’re using when they’re prompted with an advertisement. There’s plenty been written about ad-blocking software to combat this but what’s been covered far less is the impatience and restlessness of people who are now usually no more than two foot away from their tablets, phones, laptops and smart TVs.
For marketers wanting to create the smooth customer journey from dreaming to browsing all the way through to buying, they’re now implementing shoppable advertisements where possible.
To put it simply, retailers are now eliminating the more typical and potentially soon-to-be archaic ‘click through to website’ by placing a purchase widget directly within the advertisement, which means the product will be in the shoppers’ basket without even leaving the original site.
Asda were one of the first companies to trial this back in 2014 with shoppable Ben & Jerry’s advertisements. By using these advertisements the company were able to gain insight into “how shoppers were interacting with digital ads and help make it easy for consumers to add their baskets direct from digital ads.”
Video has been the ideal next step for shoppable advertisements and where companies have really been able to make the most of the technology.
Being able to order the clothes that a model is wearing in a video is massive opportunity for brands. Very.co.uk created a shoppable advert in 2015 using Rizzle Kicks, it allowed viewers to shop the products featured in the video, this ranged from the clothes that the group were wearing in the video all the way through to the barbeques.
The video was hosted on multiple platforms; it received over 3 million views and directly helped to generate over £1.5 million in additional revenue. A crucial takeaway for Very with their Rizzle Kicks shoppable video was that 45% of sales came from first-time customers.
The future for shoppable advertisements has now made the shift over to Snapchat and one of the first widely available adverts on the platform was carried out by Uber.
Snapchat users on the Refinery29 channel saw an Uber ad that allowed them to swipe up and see the availability of services in their area. If they saw a time that worked for them, they could request that a driver pick them up at that time, letting them take action from directly within Snapchat.
This was one of the earliest examples that showcased the potential of Snapchat's Shoppable ads and in turn has helped increased conversions by encouraging action by users directly within the Snapchat app itself.
The best thing about shoppable ads within Snapchat is that customers can shop without leaving. This is a huge plus for the service's loyal users who may not want to visit an external site and miss new snaps coming in.
Keeping with Snapchat’s tried and tested formula, ads have a ten-second limit, which makes it important that brands get the message across quickly and turn casual viewers into buyers.
In the grand scheme of things it’s still only early days for Snapchat and their shoppable advertisements but the potential is massive and extremely exciting. Snapchat is an app that moves with the times and it’s surely only a matter of time before Snapchat is capable of letting customers fall in love with an outfit, click on it, check their size and have it dispatched by the retailer before the next Snapchat message from their friend has even loaded.