Shoppable video Ted Baker aims to make shopping more fun

Buying a new outfit for the holidays has just become easier this Christmas at Ted Baker, as the fashion retailer’s latest campaign consists of a shoppable video, in which customers can easily buy all featured items. Ted Baker partnered up with Wirewax, a technological company that specialises in creating interactive videos for their stoppable film.

In the shoppable video every item is accompanied by a link which lets customers purchase the item that is shown straight away. When a link is clicked on, a new web page opens, in order to ensure the film watching experience is not disturbed.

“An entire generation is coming up that has only known video on a very interactive device,” says Wirewax’ CEO Steve Callanan in an interview with Fashion & Mash. Callanan’s goal is to bring videos closer to the ‘real world’. The CEO believes that, eventually, all videos will be shoppable and intelligent as consumers like this new way way of advertising. Data from Wirewax has shown that the click-through rate of such videos is on average between 16 and 48 percent.

Ted Baker brand communications director Craig Smith is also content with the brand’s latest campaign. “It was important for us to create a shoppable video solution that works across all devices,” he said. “Using interactive digital features in this exciting and engaging way allows us to interact with both our existing customers and target new audiences in a fun and innovative manner.”

Ted Baker’s shoppable video can be seen on the retailer’s webshop as well as on Youtube. The campaign includes twelve items, including gloves, a scarf and a coat. The technology that Wirewax uses has also been applied in commercials for brands such as Lacoste, Coach, Sony and Volkswagen.