David Jones’ foray into shoppable video has been hailed for its “ballsiness”, but blasted for not being clickable on mobile devices favoured by its youth target market.
Yesterday the department store released the first iteration of its #WeAre campaign aimed at capturing the youth market, with a clickable YouTube video created by Visual Jazz Isobar (see below).
Bernie Johnson, a director at Adrenalin Media, gave “kudos” to DJs for allowing their agencies to go down the route, adding: “I love the ballsiness of a retailing behemoth like DJs having a crack at an innovation like this.”
He also praised the user experience on the desktop version, praising the click zone being integrated on the video itself.
“The overall concept of the #WeAre campaign is brilliant, with a slick production piece backed by am amped-up soundtrack,” he added.
“Integrating the smarts of a direct-response layer through the clickable points is a great way of connecting consumers and leveraging the emotive angle of the campaign."
Ross Bark, principal e-commerce consultant at Salmat agreed the video looked good, but said it needed to have a listing of products overlaying the video, citing examples from ASOS and Barney’s in New York (see video here).
“This is the key – consumers want a shopping experience which has smooth interactions across all channels, which provides the best possible convenience – and this is the biggest challenge,” he added.
Both also took issue with the lack of shopability of the video on mobile, the medium of choice for the youth demographic the brand is looking to target, something Bark said is likely to “frustrate” them.
But both gave the brand credit for creating “differentiation” in the digital space from other Aussie retailers by using the video.
Bark added: “What matters most for today’s retailers is they need to help consumers find what they want, when they want it and the DJ’s new shoppable video is half way there.”