Maurices tests shoppable video, garners 7% click-through rate

Specialty fashion retailer Maurices (NASDAQ:ASNA) partnered with Zentrick to create a shoppable video campaign. The "How to Wear It" and "What to Wear: Summer 2014" online video campaigns integrated interactive elements into six videos, which logged a 15.2 percent engagement and a 7.4 percent click-through rate.

During the two month campaign, the interactive videos got 60,000 views on its website and social media channels. Consumers spent 18 percent more time engaging with the videos than with standard videos. Of those viewers, 50 percent clicked through to the website to either purchase items or access store information.

"We wanted to inspire our customers with this video campaign and highlight all of our amazing fashions—demonstrating how they can be worn and making it as easy as possible for customers to purchase them," said Natalie Greve, AVP brand marketing at Maurices.

"To date, video has been a passive medium in retail environments. At Zentrick, we are working to change that," said Zentrick CEO and co-founder, Pieter Mees. "Our aim is to transform video into a far more active experience where interactivity is the default—making it clickable, dynamic and personalized to each viewer."

Maurices has been actively expanding its omnichannel initiatives this year, while also focusing on opening 16 new stores. The brand's parent company, Ascena Retail Group, reported a 1 percent drop in sales in the last quarter, with comparable store sales down 4 percent. However, the biggest winner of the quarter was e-commerce, up 13 percent. E-commerce now accounts for 10 percent of the company's overall sales.

For more:
-See this Maurices press release

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