Consumers across the nation enjoyed front row seats at David Jones’ first virtual interactive runway, while shopping the latest fashion trends at the touch of a button, thanks to Melbourne start-up and global pioneer of interactive video technology, Vudoo.

David Jones presented its inaugural virtual interactive runway show as part of the annual Vogue American Express Fashion’s Night In. The show took place at the Seidler House in the Southern Highlands and featured collections from David Jones’ exclusive range of Australian and international designers including Aje, St Agni, Peony, Bassike, Bondi Born, Maticevski, Isabel Marant, Marni and Balenciaga.

Powered by Melbourne start-up, Vudoo, the virtual runway utilised unique interactive technology, which allowed viewers to immediately shop the looks during the show. The shoppable runway featured a mix of engaging experiences including ‘pulsing hotspots’ which hovered over each look, inviting viewers to click through for immediate purchase.

Vudoo co-founder and joint CEO, Nick Morgan, said he was thrilled to have partnered with David Jones on its first ever virtual interactive runway.

“We’re so honoured to have partnered with David Jones on this fantastic project and we’re so excited to have been part of this year’s event. To be the underlying engines to help deliver Australia’s first virtual interactive runway is a massive achievement for us,” Mr Morgan said.

Bridget Veals, David Jones General Manager of Womenswear, Footwear and Accessories said, “We are thrilled to present this innovative runway concept. By providing customers with exclusive front row access to an incredible fashion runway, and the opportunity to immediately shop the looks, we continue our commitment to innovating our virtual experiences for our David Jones customers and brands.”

Mr Morgan said Vudoo turned the traditional runway experience into a user interface that the customer can interact with in real time.

“For a retailer, this means radically shortening and streamlining the customer journey. You’re allowing them to get the information they need in the moment, making it easier for them to make a purchase almost instantly,” he said.

As well as creating an easy and seamless purchase funnel, the interactive technology also improves length of view time and feeds back vital data to David Jones on consumer interest and insights.

“Through Vudoo, we can provide deeper consumer insights with our data capturing capabilities. Our in-video calls to action prompt responses from the viewer. Through this, we learn more about the consumer – what they like and don’t like,” said Mr Morgan.

“We can effectively measure the stream and see where people are dropping off or see what interactions are working best – we can then adjust or optimise those interactions on the spot. In the case of David Jones, we can view exactly which products are getting the most amount of interest and sales in real time – so it’s very exciting and powerful in that regard.

“Our interactive and gamified videos significantly increase your traditional video metrics, such as completion rates and average view times. We turn viewers into highly engaged users and shoppers. Our technology can keep the viewer in your video for longer, which increases the likelihood of purchase and you can also then measure how effective those interactions were within the video,” he said.

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