14/09/11
By Karen Moss
Thomas Pink is putting video commerce at the heart of its digital strategy as it looks to emulate its in-store shopping experience online. The luxury shirt brand has kicked off its Autumn/Winter collections campaign with a website overhaul, and is planning to syndicate an affiliate video player featuring click-to-buy in the coming months.
This will let customers buy Thomas Pink products from directly within the video on a third-party site without being redirected. Thomas Pink, which was one of the first retailers to launch a web-TV channel, is also planning to incorporate live chat on the website to improve its customer service as part of its plans to provide a consistent customer experience across multiple channels.
Head of e-commerce, Nadine Sharara, said: “It will help us reach a wider audience while driving traffic and sales, and it will also help us learn a bit more about the consumer and help us tailor our content output.
"We’ve seen a definite uplift on page dwell time from incorporating video and hope to put some definitive targets on conversion rates. We want the online store to drive the rest of the business.” she added.
The Autumn/Winter campaign has launched across print titles incorporating QR codes to link people back to the new site. It will soon roll out interactive animated video ads online, the latter of which it is also testing on iPad editions, such as GQ.
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