Us Weekly and Pandora recently collaborated on a brand new video shopping project featuring lifestyle and fashion influencer Jenny Cipoletti. Branded as "Holidy Shopping with Jenny Cipoletti," the video features Pandora's Holiday Collection, with Jenny guiding users through a number of style choices that eventually leads to the ideal product recommendation for them or their loved ones.
This follows some of the company's in-store interactive shopping experiences, such as these interactive tables.
What was their combined approach?
What makes this video unique is that it takes users through a branching interactive quiz. At each step, the viewer picks according to their preferences between two options, such as "Classic" or "Glam" for style and "Neutral" or "PoP" for colours. Depending on which options you pick, you'll be presented with different subsequent choices as well as a further final recommendation at the end of the video.
A "Shop Now" button with the recommended product immediately directs users to the next course of action.
Image taken from NBCUniversal
Why it worked
Most interactive shopping videos still present the viewer with a pre-selected range of products. Us Weekly and Pandora took a different approach, allowing the user to control the shopping experience.
It's easy to see how this format can bridge that gap
This interactive video immediately grabs their attention and keeps them engaged by putting shoppers in the driving seat. It allows Pandora to present a highly relevant product with the highest possibility of converting a shopper to a customer.
The video offers some "replayability" by encouraging you also to try to pick the perfect item as a gift for someone else. Pandora purposefully chose a line of products with items suitable to various "personalities" or personal tastes.
What's next for Us Weekly?
The branching narrative is an interesting twist to the conventional interactive shoppable video format. By using your imagination, it's possible to see how this format can be expanded with a wider variety of products. Eventually, this kind of experience can be created for an entire catalogue, not just a single collection.
When done correctly, it can serve as a replacement for traditional filtering and search tools. Often, consumers give up just because they don't know what they're looking for. It's easy to see how this format can bridge that gap by guiding customers towards something that suits their tastes.