SimplyBe and Valentino are first brands to use shoppable video startup Smartzer

Smartzer, an interactive video startup, has announced today (September 20) that SimplyBe and Valentino - via MyTheresa - are the first to use its shoppable videos via social media.

The startup’s click-to-buy technology allows customers to click through to items from interactive videos. Brands like John Lewis and Bulgari have already used this technology on their websites, which drives around 60 per cent interaction for the latter.

Now, Smartzer has launched a new feature which allows brands to share shoppable video content via their apps such as Instagram, Facebook and Snapchat. Consumers will simply swipe up from a story on Instagram or a Facebook ad to receive clickable links.

Founder and CEO of Smartzer, Karoline Gross, commented: “We saw a bunch of trends during London Fashion Week that show the importance of customer-centric strategies for retailers…

“We see shoppable video as a core part of… enabling customers to find the piece they want instantly. In a few years, we could be seeing shoppable live streams which allow customers to click through to the item they want, purchase it, and have it delivered the next day.”

Valentino was the first brand to benefit from this feature when it worked with MyTheresa on its autumn/winter 2017 pre-launch. Last week, too, SimplyBe partnered with Smartzer to make ‘The Curve Catwalk’ from London Fashion Week shoppable via Instagram, with the video being available within an hour of the show.

Gross continued: “Our aim is to enable all brands from the high-street or high-end to offer these kinds of interactive, customer-centric experiences, while providing detailed analysis of customer interaction.

“In an ever-evolving landscape where technology is constantly revolutionising the way that consumers shop, it’s imperative that brands listen to what customers really want.”

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