Watch and shop: the Youtube effect

YouTube is welcoming shoppable content with open arms, giving retailers the opportunity to convert a higher volume of video views into sales.

YouTube is welcoming shoppable content with open arms, giving retailers the opportunity to convert a higher volume of video views into sales. According to YouTube, four in ten shoppers will visit a store on or offline as a result of a watching a video, which has subsequently resulted in an influx of retailers investing in this actionable content.

Juicy Couture has unveiled their first shoppable video that allows users to make a purchase by hovering over the item using muted boxes. The video will pause as the user is directed to the product page on the site. This is part of a wider marketing strategy from Juicy Couture who have increased their digital budget by 35% during 2012.

YouTube is currently offering this technology free of charge however and is obviously benefitting from retailers purchasing ads to promote the content across the site. According to comScore, online retail spending has increased by 15% to $41.9 billion in the third quarter. Therefore it is becoming increasingly important that retailers display content via a variety of creative platforms.