I have been complaining about a lack of retail innovation – especially digital-oriented innovation – for some time. So it’s nice to see Australian jeweller / retailer, Michael Hill, taking on the challenge in the lead-up to Valentine’s Day.
Using Brightcove’s video cloud, Michael Hill combine video content – in this case, behind the scenes footage – to allow customers to purchase items depicted in the video. As the video progresses, “shoppable” items are highlighted in the scrolling product list. Sure it’s a little clunky in terms of experience, but it works, looks good and it’s an experiment that Michael Hill and their agency will learn from. And that puts them streets ahead of most other Australian retailers who struggle with the web basics.