Case Study: Michael Hill achieves 290% sales growth and higher engagement with Brightcove Video Cloud

Dynamic, High Engagement Video Sparkles for Michael Hill

Michael Hill is a global jewelry retailer with nearly 300 stores across Australia, New Zealand, Canada and the U.S., selling high‑consideration items from charms to engagement rings. A lean digital team managing five regional sites needed rich, region‑specific video to bring products to life, engage shoppers during long purchase journeys, and drive both online and in‑store conversions.

Michael Hill adopted Brightcove Video Cloud, integrating it with Demandware and Amblique to deliver reusable, shoppable video experiences across devices (linking SKUs to timestamps for direct purchase). Between October 2013 and February 2014 the initiative produced dramatic gains: +85% site visits, +97% mobile traffic, +500% transactions and +290% sales (with conversion rates up ~220%), proving a scalable, high‑ROI video commerce solution.

Michael Hill

James Johnson

Group Digital Manager