Michael Hill has utilised an ecommerce video technology by Brightcove to drive online sales.

The “shoppable” video showcases products as they appear in a behind-the-scenes video of a Michael Hill photo shoot. Products can be “added to cart” as the video plays on your PC, tablet or smartphone.

The interface uses the Video Cloud platform from International service provider Britecove, and was championed by Michael Hills recently appointed eCommerce agency Amberlique.

“The ability to reach new audiences and engage in new ways with customers is imperative to the success of any retailer,”says James Johnson, group digital manager of Michael Hill. “With our new shoppable video campaign, we now have the ability to tie video to key online retail metrics and understand the impact of video on conversion rates and other key indicators.

You can view the video online here

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