Shoppable Advertising, we take a closer look into this popular Ecommerce technique.


We take a closer look at this new technique to increase conversion and do away with the traditional "click through to website" routine

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.



  • Andy Chesters
    Recruitment Director

    After working for two years in the industry as a Junior Designer at a creative agency, I joined Orchard in 2002.




Comments...

Add a comment


Name:   
Comment:   
 

Jobs we know about

Things we know are happening

  • Digital Revolution Conference 2017

    Digital Revolution is Manchester Digital's annual conference, which shines a light on the ...

    05/05/2017 | Manchester City Centre - venue TBC

    Digital Revolution is Manchester Digital's annual conference, which shines a light on the most innovative and interesting of our region's great digital and technology businesses. Digital Revolution is now back for it's ...

  • Google Analytics Training

    With our Google Analytics training, expect to reduce your customer acquisition costs and spend ...

    10/05/2017 | Rise Manchester, 231 Deansgate, Manchester, M3 4EN

    With our Google Analytics training, expect to reduce your customer acquisition costs and spend wisely on your best-performing channels.

  • Build your first website with WordPress

    ?This is a two-day course, starting Thursday 25th to Friday 26th of May. Course starts at ...

    25/05/2017 | MadLab, 36-40 Edge Street, Manchester, M4 1HN

    ?This is a two-day course, starting Thursday 25th to Friday 26th of May. Course starts at 10:00am and finishes at 4:30pm both days.

  • Bid Writing

    Aiming to raise funds for projects or operations? Whether you’re new to the bid writing process ...

    13/06/2017 | MadLab, 36-40 Edge Street, Manchester, M4 1HN

    Aiming to raise funds for projects or operations? Whether you’re new to the bid writing process or want to scale up your applications, this course will equip you to win.

look at all events Go to our calendarlink

Things we tweet about

  • orchardjobs - 31 minutes ago

    Marketing Manager in #Bradford, up to £30k. - @Orchard_benwild #marketingjobs https://t.co/j6txFXPGLv

  • orchardtweets - 16 hours ago

    Balenciaga made a $2,145 version of Ikea's iconic blue bag... but how did they respond? https://t.co/pHveAgwquf https://t.co/EdiPS3Rq3U

  • orchard_andy - 17 hours ago

    SEO Executive in #Manchester, up to £25k. - @Orchard_Andy #marketingjobs https://t.co/kWLMZJATlq

  • orchard_aj - 19 hours ago

    RT @RossCrombie: She has no idea where she is. Literally https://t.co/m4EN3CN5F0

  • orchard_helen - 1 day ago

    Just setting up my Twitter. #myfirstTweet

  • orchard_tommy - 1 day ago

    Web Developer (Agency) in #Manchestser, up to £32k. - @Orchard_Tommy #digitaljobs https://t.co/fxsS0lQ27L

  • orchard_mike - 2 days ago

    Fancy a byte to eat? How restaurants are pioneering digital customer experience: https://t.co/Gwg8B2c8dn https://t.co/DyDrXquUnF

  • orchard_davido - 2 days ago

    Fancy a byte to eat? How restaurants are pioneering digital customer experience: https://t.co/cDdhUGIFLV https://t.co/vo9SKpkENl

  • orchard_lucy - 2 days ago

    With more women studying design, where are all the female creative directors? https://t.co/iNYCbdsk4K https://t.co/DcCPy4Emx8

  • orchard_rich - 9 days ago

    Microsoft is designing an interface for people who have never used computers: https://t.co/niNa5j8IX6 https://t.co/RK3N2HboH3