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Puma introduces shoppable football video


Puma has become the latest brand to experiment with shoppable videos. The sportswear company has teamed up with technology provider Smartzer to allow viewers to immediately click to purchase from one of its recent campaigns.

The interactive ad stars English footballer Adam Lallana, who plays for Liverpool, in the Puma Evolution Apparel line. As he talks, the user is able to click on the red Puma logo that comes up on certain pieces he’s wearing, to open a pop-up with more detail about it. By clicking ‘shop now’ from there, they are redirected to a new page. It’s not hugely intuitive to keep doing so, but the video, which is hosted on the JD Sports website, is reportedly already seeing conversion rates at 6.9%, and earnings per click at 24 times higher than the e-commerce industry standard.

Puma follows in the footsteps of Whistles, which previously teamed up with Smartzer for its spring/summer 2015 show, introducing a shoppable video that enabled consumers to ‘wishlist’ items for purchase once the collection was released. This allowed the brand access to pre-sale data as well as the ability to send a follow-up email to the sign-up list. The results saw 22% of clicks converting to purchase at an average basket size of 4.1 items. The follow up emails also received above standard unique open rates of 66%, with consumers returning to the emails with actual open rates at 157%.

Karoline Gross, founder of Smartzer, said: “The results we’ve seen with both partnerships have been incredibly positive and outline the effectiveness of making online video content interactive with a retail application. The value of the Smartzer software is highlighted by working with such illustrious clients and helps add momentum to what is a strong period of organic growth for the business as we look for further investment.”

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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