Your Living Room is Becoming a Shopping Destination
Recently, QuickFrame’s Michael Block, VP of Client Success, presented a webinar hosted by Retail Touchpoints where he explored a few of the emerging video experiences retail marketers can offer to their customers today.
The main takeaway from his discussion? These types of videos can bridge the gap between our two dominant forms of shopping: the streamlined ease of ecommerce and the tactile, physical experience of brick-and-mortar stores. Watch the full recap below to hear exactly what he means.
Two of the experiences Block touched on in the presentation you’re likely already familiar with:
Augmented Reality (AR)
These are digitally immersive experiences best represented by the filters and lenses found on Instagram and Snapchat. The key to AR is that they allow audiences to interact with ad creative directly by way of their mobile device. This could be in the form of a World Lenses, that places AR effects into everyday environments, or Face Lenses, that superimposes creative effects on a user’s facial features. AR transforms the passive experience of being served an ad into an interactive one, blurring the lines between native content and branded placements.
The Numbers:
- 1 Billion people worldwide use AR
- 71% of consumers would shop more often if they used AR
- 16% of retailers use AR for sales
- 40% higher conversion rates with AR
Live Stream Shopping
Live streaming entertainment took off in 2021, reaching a market value of $70 Billion with apps like Twitch bringing in tens of millions of daily visitors. This boom in live streaming is the impetus for the emergence of live stream shopping events.
Live stream shopping takes the popularity of streaming, which can be found on a variety of social media platforms, and combines it with elements of a nostalgic experience: home shopping networks that were massively popular in the 80s and 90s. That’s right, the old-fashioned QVC-style way of selling remotely has been reborn over the pandemic.
The Numbers:
According to Statista, sales from e-commerce live-streaming in the US are expected to rise:
- $11 billion in 2021
- $17 billion in 2022
- $35 billion in 2024
But there’s another emerging experience Block mentioned that is set to change the rule book once again for eCommerce. Let’s double click into it.
Turning the Living Room Into a Shopping Destination
You may think no one is going to want to shop on their TV but let me stop you for a second.
We already do shop on our TVs.
Think about it. Nowadays, who hasn’t rented a movie (at least once) on iTunes, or via Roku or an Apple TV?
Through entertainment, we’ve already accustomed ourselves to syncing our credit cards to our TVs to make purchases. It’s not that far-fetched to think we’ll be purchasing even more on our televisions soon.
As these living room shopping experiences continue to be refined, there are a few innovations happening today you can leverage.
Instigate Interaction With QR codes
Shoppable QR codes appear in the corner of the screen, oftentimes through the length of the commercial, that gives the viewer enough time to scan the code with their phone and make purchases from their device.
Channels like NBCUniversal/Peacock have already unveiled shoppable TV experiences that allow audiences to scan QR codes to purchase items that on-screen talent are wearing–with other channels like Roku hot on their tails devising their own experiences.
Because it’s an action that starts on a television and ends on your mobile phone, we like to call this a cross-device experience.
From the Big Screen to the Small Screen
The cross-device experience is another major driver for the shoppable living room experience. Now more than ever, brands have the technology to connect the dots from when a CTV ad is served, through to the viewer taking action on another household device and tying these metrics directly back to the content served on the biggest screen in your home.
You can explore this experience by leveraging a feature of the MNTN platform: Cross-Device Verified Visits. This allows you to track (via an IP address) whether a viewer took an action on a second device after viewing a CTV ad through completion.
This gives advertisers the ability to serve follow-up ads on their mobile device, creating a streamlined experience that naturally coaxes customers down the path to purchase.
The Retail Experience: Redefined
Retail has changed forever–you can either meet the challenge of an ever-evolving landscape or be left in the dust as your competitors create the experiences your customers crave. And–surprise, surprise–the experiences they want are found with hyper-engaging video content marketing that leverages new consumer trends pushing the needle across adland.
Check out Block’s presentation above to get a complete rundown of the value your brand will receive out of these unique experiences.
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