YouTube Helps Retailers Embrace Shoppable Video
For retailers looking to close the loop between video views and sales, Google’s YouTube is making its content shoppable. YouTube’s external annotations technology is currently in beta but that hasn’t stopped enterprising fashion brands like Juicy Couture and Asos from using it to create shoppable videos. So-called shoppable videos have been around a while, but as execs from YouTube and Juicy both admit, it’s been a bit clunky. In some versions, related products scroll alongside the video, but actually purchasing the product required a number of clicks.