M&S plans more commerce- enabled online video shows

Marks & Spencer is putting video at the core of its online marketing strategy following the launch of its first online TV show, fronted by Myleene Klass, last week.

Further shows will launch in the coming weeks including click-to-buy technology. The next will look at what jeans women should buy depending on their body shape.

Simon Wood, M&S’s head of web operations, said, “We know customers who interact with our videos spend more money, so it’s an area we want to push.”
Viewers of the Myleene Klass show via Facebook see product option buttons pop up at the side of the video. Clicking one directs them to the M&S site where they can purchase the item.

Wood said that while quality online video can help boost engagement, it’s also a good revenue generator. “It’s not just about getting people watching our videos, it’s about getting them to purchase,” he said. “We want to create TV-quality video content for the web.”

M&S is working with online video agency Adjust Your Set to create the videos.

This story first appeared on newmediaage.co.uk