Online fashion retailer ASOS seem to turning the cute dial up to 10 with a new feature in their baby clothing department. The traditional thumbnail category view has been enhanced by including short video clips relating to each product.
The clips, each lasting only about 3 seconds, start running when the thumbnails are hovered over and show a child performing various cute actions whilst wearing the item of clothing being viewed. A quick straw-poll around our office resulted in reactions ranging from “ugh” to “OMG how cute, I want a baby”. What was noticeable though was that people were commenting on the children rather than the clothing being sold.
Whether the addition of micro video clips aids in conversion or not I suspect that it will at least create some additional traffic and awareness as links to the pages are forwarded on. As of today the micro-video is only included in the baby section.
Tags: innovation, media, video
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