Articles Overview
18 September 2020
Tino Dekkers

Video eCommerce: the latest innovation to engage your customers online


Ever heard of Video eCommerce? Not that strange if you haven’t, because MMBSY and Nine O'Clock Somewhere organized this unique concept first in Belgium by launching a digital catwalk for Mayerline Brussels. Differentiating your brand nowadays isn’t easy in the highly competitive e-commerce landscape. This Video eCommerce innovation allows you to inspire your customers and create commercial potential at the same time.

From transactional to inspirational shopping

Although Covid-19 introduced a shift to online shopping, web shops are still a transactional channel and focus less on inspirational content. Hence, most online shoppers leave web shops without buying anything. Since web shop visitors are quite anonymous, retailers don’t have a lot of data or information about the preferences of the shoppers. Not to mention the massive online competition amongst online businesses. Lots of brands are therefore looking for new possibilities to engage their clients online.

Digital catwalk: a first in Belgium

As an answer to the challenges mentioned earlier, Nine O’Clock Somewhere launched the concept of Video eCommerce and organized the first digital catwalk with content marketing agency MMBSY, for the fashion retailer Mayerline. But how does it work exactly? It is a full screen video which showcases the products. The customers or ‘viewers’ can see how the item fits, experience it with his/her own eyes and almost feel the texture of the fabrics. It even allows you to buy items without leaving the video. (Remember those tele-shopping days?) As if you attended a fashion event at home, front-row from your couch. This inspiring and interactive video experience transcends a shallow and quick web shop visit.

Video file

Insights & interaction

Tino Dekkers from Nine O'Clock Somewhere: “When developing our Video eCommerce innovation, I started talking to retailers who are looking for new possibilities to engage their customers online. In these Covid-19 times the stores are much more empty and there is a lot of competition online. So how do you engage your customer base in your web shop?

First of all, it is important to know your customer’s taste and preferences. After all, it determines whether your collection will be sold out or there will remain plenty of stock. The Video eCommerce innovation allows you to measure your customer’s preferences, which provides a lot of insights for your next collection.

Moreover by watching the Video eCommerce you will increase your time on site. Your clients can check out immediately in the video or create a wish list. The wish list-feature makes it possible for them to mark their favorite items and at the same time provides you with an opportunity to start interacting with them and tempt them to buy. The Video eCommerce sends customers the suggestion to fit the items from your wish list in the nearest Mayerline-store. By driving the customers to stores, the Video eCommerce channel is more than an online tool.

With this concept Mayerline is making a giant leap and taking the lead in (live) streaming commerce, along with Amazon and Chinese platforms like JB

Inspiration as commercial potential

In the future the Video eCommerce innovation offers the possibility for Mayerline to broadcast a new edition monthly to enthuse their customers for their latest products. It can even be a live video from one of their stores. Thanks to the collected data they can set up separate videos for the different target audiences in their customer base, for example a video for stylish clothing, casual chic or even for customers with a preference for black or floral prints.

In a nutshell: the Video eCommerce innovation makes it possible to identify your customers and grow some insight in their preferences. It allows you to shift your focus from the transactional phase late in the customer journey to earlier during the orientation process of your client. By inspiring your customers you reach a whole new audience that creates a wish list, which are all potential checkouts. These are all shopping carts you would have never had with a traditional approach. Video eCommerce therefore creates an exponential increase of the number of shopping carts. It is a huge commercial potential and especially a lot of added value, compared to a traditional web shop.

Something for your brand?

Would you like to start your own Video eCommerce channel? Contact Tino Dekkers and we will make the business case together. Lead the way with this great innovation.