Earlier this month, Visa and Williams-Sonoma debuted a four-part video series called “Time to Savor Summer” on YouTube that also includes a shoppable function.
The shoppable capacity, using YouTube technology, permits viewers to purchase showcased products by clicking directly from the video.
The launch of the shoppable videos came as Visa and YouTube announced that Visa Checkout has gone live online at Williams-Sonoma. The Visa service provides registered users expedited checkout.
Tastemade, a global food lifestyle network for digital platforms, helped develop the videos using influencers who offer tips and relevant products for hosting summer parties.
Shoppable videos seem to be a growing retailing trend. The June 8 edition of HomeWorld Business included an account of how Wayfair had developed a shoppable video series on YouTube that allowed consumers, beginning in May, to purchase items featured on screen.
Janet Hayes, president of Williams-Sonoma, said, “Williams-Sonoma makes summer entertaining inspirational and easy, so getting together can be all about fun, friends and food. The hosted videos show customers how to create memorable experiences in their own kitchen or backyard. Our partnership with Visa Checkout gives time back to our customers, so they can enjoy these moments even more.”
Williams-Sonoma and Visa’s first video in the series, West Coast Cantina with Megan Mitchell, can be viewed below. Other videos will include a southern barbecue, East Coast clambake and a backyard bonfire.