YouTube Jumps into Retail with Shoppable Videos for Brand Channels


Having conquered the internet, video and now launched into music, Google is moving into shopping through YouTube’s new “channel gadget.”

“To shorten the path to purchase and translate video views to sales, today we’re introducing a new channel gadget on YouTube that will enable consumer goods brands to connect consumers directly with retailers throughout the entire YouTube experience,” Google wrote in a blog post. “This new channel gadget will enable shoppers to seamlessly move from browsing how-to videos and featured products to finding which retailers carry them, check availability, compare prices and make a purchase, all with fewer clicks than today.” 

Google’s first client is Unilever’s Tresemmé, which already has a robust YouTube channel in place featuring celebrities and style setters. Now users can click on the products in demo videos for purchase information, a perk that will only appear on brand channel pages.[more]

“By providing hair tutorial videos, tips and tricks, and interviews with trendsetters, TRESemmé has already generated more than 2.7 million views on their channel. Through their newly designed channel, TRESemmé can also now connect these consumers with the products they’re watching in the demo videos in a faster more efficient way, shortening the shopping journey.”

That journey is powered by engagement tech company Gloto, which previously partnered with YouTube on interactive mobile apps including two seasons of America’s Got Talent

With video at the forefront of consumer engagement, for once, Google isn’t the first one to take advantage of shoppable video technology.

Target launched its “Falling for You” interactive shoppable video series on its website last year, which was followed by British high street brand ASOS, which tapped the technology for its Christmas campaign, and fellow Brit clothier Ben Sherman’s Autumn 2012 campaign.

On the more luxury end of retail, Gucci has been testing shoppable videos while last year, Neiman Marcus released a shoppable music video to celebrate the launch of designer Rachel Zoe’s costume jewelry line.


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