How A Leading Women’s Clothing Brand Found The Right Fit With Video

Free People is a specialty women’s clothing company and icon in bohemian fashion worldwide that solved online shopping challenges with interactive video.

Challenge

Known for their bohemian roots and unique design, Free People sought an interactive way to exhibit how products fit and could be worn. The company approached Bambuser hoping to leverage the benefits of video to solve customer pain points, reduce returns, and increase sales; without an increased cost burden to produce content.

After many years of using social media as their primary marketing channel, the company set out with the goal to bring the Free People in-store experience online; driving engagement on site, converting more shoppers, and providing personalized product insights in real-time.

“I think there's a misconception that you need an entirely new and separate budget to support Video Commerce, which is just not true. We work with our internal employee experts. We film at our own office and or our store locations. We've also found that episodes hosted by an internal expert perform just as well as when we pay an influencer or a celebrity to host. So, I really think you can make it work without a dedicated budget.”

Libby Strachan, Director of Brand Marketing at Free People.

Solution

In November 2021, Free People launched FP Live by leveraging Bambuser’s video commerce platform. The interactive video content provides online shoppers with informative, and immediately-shoppable content directly on their ecommerce website, creating a more personalized shopping experience.

The live events, hosted mainly by in-house experts from Free People’s corporate HQ allow global shoppers' to not only see products in real time, but to ask questions in real time. Seasonal hosts such as The Willis Sisters were also casted to drive sales through casual, comical try-ons live from the Free People store.

With video, Free People shoppers are now able to make informed decisions based on live product demonstrations, and interactive insights. As a result, shoppers are able to understand the true value of their purchases.

“So, we did a study and found that there are lower return rates for those who have placed orders through our Live Shopping episodes”

Libby Strachan, Director of Brand Marketing at Free People.

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“I love Bambuser because we find that we have a very intentional and engaged customer. When you compare Instagram Live and Bambuser, yes, there's a higher amount of viewers on Instagram Live, but there are no sales and low engagement”

Libby Strachan, Director of Brand Marketing at Free People.

Results

Today, video commerce is a dedicated marketing channel for Free People, fostering live customer interactions, a shoppable content library, purchases that fit better and, most importantly, satisfied customers.

4

Countries Live

2,000

Average Viewers Per Video

7%

Average Conversion Rate

$194

Average Order Value For In-Video Purchases

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