Editor-in-chief Justine Cullen recently revealed “ELLE Australia has always sought to innovate.” Now, the title is once more taking the Australian publishing industry to new levels by creating a series of interactive shoppable videos.
In an Australian publishing first, the shoppable videos will see consumers able to click and buy directly from the screen through a retailer’s online store. ELLE partnered with a leading UK-based immersive video production company to create the videos.
“Video is increasingly popular with our audience across all platforms and we saw an untapped opportunity to allow them to interact with the video by clicking and buying direct from the screen,” says Hearst Brands general manager and ELLE publisher Marina Go.
“Across the luxury brands, we’ve been working closely with our clients as well as global talent to deliver high-quality native video content. We believe being able to shop directly from the platform is the next stage to delivering a full 360-degree customer journey – now you can watch it, love it, click it and buy it.”
Digital managing editor – luxury brands Amanda Spackman adds: “The ELLE team are always looking to enhance the content offering online. We strive to keep up with the digital evolution and continue to innovate in the market for our audience and clients.”
Bauer Xcel Media digital strategy and commercial director Peter Manten states: “There is huge potential in allowing our readers to purchase direct from the screen. It not only offers a seamless user experience but also gives our commercial partners an alternative way to engage with our audience. Bauer Media continues to be at the forefront of digital innovation and shoppable video is just the latest solution we can offer advertisers.”
Four shoppable videos have already been created, with further offerings produced for each new season. Click here to view one of the videos.
