Armani Exchange adds interactive videos to e-commerce site

Armani Exchange adds interactive videos to e-commerce site
Tags: Multichannel Retailing, Technology
August 30, 2010

Armani|Exchange, a joint customer of Overlay.TV and MarketLive Inc., has announced that it will implement Overlay.TV’s clickable video on its e-commerce site. Overlay.TV is a video commerce provider for online retailers, and MarketLive is an e-commerce software provider.

The site, built on the MarketLive Intelligent Commerce Platform, utilizes Overlay.TV's video commerce solution in the "How to Wear It" section of the A|X location. The end-to-end video solution will see the section transformed into an interactive video experience that is directly integrated with the A|X Armani Exchange seasonal collections to enhance customer engagement while increasing average order size, the companies said.

The "How to Wear It" section provides style advice and trend tips, and highlights the chicest way for men and women to build their seasonal wardrobe, the companies said. The new interactive video feature is completely integrated with the MarketLive platform and allows each item of clothing to be overlaid with a clickable hotspot, enabling users to get more information about a particular piece, or to purchase it directly.

"Shopping online and off line is still very much a "social experience" so giving our customers a chance to see new trends, get style tips from industry experts, and share this with their friends is an easy and natural extension of their online behavior. It's important to us to evolve our site to meet the expectations of our demographic. Our online marketing and merchandising tools must be easy to use, work with our target customer base, and be flexible and effective, and it must be fully integrated with the MarketLive platform," said Patrick Doddy, A|X senior vice president and brand director. "The ability for us to get to market quickly and without managing multiple tools was a big advantage for us."