Harvey Nichols installs shoppable video screens in-store

Luxury department store Harvey Nichols is rolling out shoppable video screens in-store following a successful trial online.

For the first time in-store, via a collaboration with Smartzer, customers are now able to experience shoppable film through full length touch screens simply by tapping on the products to see more information.

The products can then be added to a basket for immediate check out, or connected to the customer’s phone through a QR code. Initial results indicate an average engagement rate of 48.3% and a click-through rate of 15.7%.

Harvey Nichols is rolling out the interactive video player through a variety of brand collaborations across its website, social channels and in-store experiences. Initial launch partners include Calvin Klein.

Peter Howroyd, Head of CRM and Digital Marketing at Harvey Nichols, said: “We are always looking to bring our customers closer to our product in a unique and innovative way. Smartzer’s technology has enabled us to do just that and bring the digital experience to our customers, not only online but in our stores as well.”

As well as video performance metrics the Smartzer platform helps brands understand the customer journey within an interactive video. Click maps can be used to understand which parts of the video drive the highest interaction, helping to optimise future videos from a creative perspective.

Karoline Gross, CEO, Smartzer, added: "We are very proud to have created a product that is so easy to use and delivers significant results. We see interaction rates of over 50%, an average of 20 times higher than that of standard video ad formats. Our bespoke shoppable layer can be applied to any video in a matter of hours, which is something that sets us apart from our competitors."

Smartzer offers is a bespoke shoppable video template for each brand. Its clients include include LVMH, Jimmy Choo, Adidas, Burberry, Galeries Lafayette, Bulgari, M&S, Emilio Pucci, MyTheresa.com, Jo Malone, John Lewis, JD Sports and more.