Williams-Sonoma worked with food and lifestyle network Tastemade to create branded content called “Time to Savor Summer,” featuring home and lifestyle influencers sharing best tips for summer entertaining alongside shoppable Williams-Sonoma products.
“As you’re watching the video, there’s a prompt you can click on and go right to the Williams-Sonoma website and check out quickly and safely using Visa Checkout,” Balazs said. “It’s bringing a new way to pay online and marrying that up with mobile video ads.”
On average, customers using the Visa Checkout service to prepopulate their billing information and address were 66% more likely to complete a purchase than those who hadn’t. Visa declined to break out specific numbers, as the YouTube campaign is ongoing.
The Williams-Sonoma activation was not Visa’s first stab at shoppable video. Visa teamed up with video ad platform Delivery Agent to enable viewers to shop for Katy Perry memorabilia. During the last Pepsi Super Bowl halftime show, in which Perry performed, viewers could also check out seamlessly from their Samsung and Roku apps as well as on Twitter through links to available merchandise.
Since its launch last year, more than 4 million customers have enrolled in Visa Checkout and 126,000 merchants including Tory Burch, Gap Inc. and Dunkin Donuts now use its service.
“We’re very supportive of test and learn,” said Balazs. “We always work with a merchant to say, ‘What are your opportunity areas? What are your challenges? Is it new customer acquisition or keeping consumers in your pipeline?’”
For instance, 1-800-Flowers sees typical sales spikes during Mother’s Day and Valentine’s Day, but wanted to hit that same frequency on a non-holiday, so it invented a new holiday with Visa Checkout.
Since Visa is the exclusive payment sponsor for the NFL, it created a series of videos featuring NFL athletes for a makeshift holiday, Footballentines Day, so football diehards could send their significant others a free bouquet at the start of the season when they enrolled in Visa Checkout and transacted on 1-800-Flowers.
The Visa Checkout promotion coincided with a TV campaign, which it hoped would illustrate Visa’s payment service as quick, efficient and accessible online, via mobile or connected TV apps.