California-based women’s fashion brand Z Supply has been a trailblazer in the e-commerce space for over eight years. Looking to capitalize on the power of video commerce, they embarked on a journey to integrate video content into their online strategy leveraging Bambuser's platform to drive engagement, conversion, and revenue through strategic video content repurposing.
Challenge
For Z Supply, the challenge lay in navigating the dynamic landscape of e-commerce, where competition is fierce, and consumer attention is fleeting. They recognized the potential of video content but had concerns about the resource-intensive nature of its production and the uncertainty of its impact on sales. Additionally, they needed to find a way to maximize the reach and effectiveness of their video content beyond live shows, ensuring sustained engagement and conversion.
Solution: Repurposing on PDPs
Z Supply embraced a comprehensive approach to video commerce, combining weekly live shows with strategic video repurposing across their online channels. Through Bambuser's video commerce platform, they conduct weekly shows, creating fresh and engaging video content regularly. One key aspect of driving viewership and engagement to their live shows is using the floating action button on their homepage during each show, instantly turning website visitors into live show viewers.
However, the true innovation lay in their video repurposing strategy. By embedding video segments from their shows onto product detail pages (PDPs), they extended the lifespan and reach of their content considerably by capturing and retaining customer attention, driving up both engagement and revenue.
Through their strategic approach to video commerce, Z Supply has capitalized on primary touchpoints on their website where traffic and customer intent are high, such as specific PDPs reached through paid campaigns.
The Z Supply team also puts a lot of thought into putting together compelling content during live shows, leveraging the charisma and expertise of their hosts to create engaging experiences for viewers that resist the test of time and perform well long after the live show has ended.
''We're adding new video content every week, and then we're also repurposing those videos on our site. As a result, we're tracking a lot of sales.''
— Tyler Beckert, VP of Technology, Z Supply
Results: Engagement, Conversion & Maximizing ROI
Through meticulous tracking and analysis, Z Supply observed a significant uplift in key metrics associated with video-enabled PDPs. Customers who engaged with video content on PDPs demonstrated a staggering 114% higher average revenue per user compared to those who did not, underscoring the persuasive power of video in driving purchasing decisions.
The integration of video content into PDPs also yielded impressive engagement metrics, with viewers exhibiting a 60% longer average session duration compared to non viewers. The addition of video also resulted in a substantial increase in add-to-cart rates, resulting in a 2.5% higher conversion rate for customers who interacted with video content.
Z Supply's video repurposing strategy drove continued interest and engagement on their website over time, generating a steady increase in viewership and clicks on their video-enabled PDPs.
Z Supply's success story goes to show the transformative potential of video repurposing in e-commerce. Proactively and strategically placing video content across multiple touchpoints on a website can ensure maximum exposure and accessibility for customers, driving continued growth in conversion and revenue.
‘’If your plan is to only do live shows once every month, rethink your strategy. Our metrics of how the repurposed content is gaining traction on the product detail pages show that video commerce is worth the investment.''
— Tyler Beckert, VP of Technology, Z Supply
Video-enabled PDPs Have Shown:
114%
higher average revenue per user
60%
higher average engagement time
28%
add-to-cart rate
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