You can now view a video before buying online, whether you are shopping for something specific or browsing the web prior to making a purchase. There are more than half of all online retailers that use video, and the number is proliferating. Is there anything the business owner can learn from the experience of these retailers?
River Island Retail and Summit Sports in the USA have made significant investments in product video technology. Industry reports suggest that like-for-like sales increase by anywhere from 120 to 400% when a video is added.
First, retailers use three main categories of video: Product, Process, and Promotion. The product video shows the item in its entirety (which is why volumes are so high). The process video may illustrate how the item is made or how it is handled by distribution centres. Finally, the promotion video is used to promote the product.
There are many types of product videos. Some are just moving images of a static image. Others include a model wearing jeans and a detailed view of the jeans with labels, labels, packaging, seams, zipper, labels and more. The rule is to show as much detail as possible, but the video must still be brief.
Another factor to consider is whether the retailer sells only through the website or if there is a high-street presence. There is also an expectation that customers will visit the store to purchase the product.
B2B sector video requirements will be partly determined by the product’s complexity, rarity, or both. It would be unnecessary to have a video for the A4 paper. However, if you sell complex products or services, such as a fuel-powered power station, a video is essential. You are less likely than other companies to include a power station in your sample bag. Product videos are not suitable for B2B unless the service or product being offered is unusual, expensive, or rare.
Many retailers focus on logistics, but video can bring real value to the process by focusing on design, R&D and sourcing supplies from around the globe, unusual manufacturing processes, and the people involved.
This is also true for B2B. Most of the videos Business Web TV makes fall under this category. If the final product is seen as similar to other products or easily substitutable, it makes the story of the product even more important. Video is an essential part of selling the sizzle.
Blogs have repeatedly stated that promotional videos should be considered an advertisement. This is something that most big retailers realize and often use promotional web videos to link to TV ads with high production values. After they have spent a lot of money on a video, it is logical to re-edit the footage and reuse it whenever possible.
While most business users will have to work within a budget, they should still try to be creative. For example, animation can be cheaper than live-action productions and may even include humour. It is worth spending time planning and storyboarding from the beginning to save money and time down the road. Professionals may also be helpful at this stage who can help you find the essence of the project.
John Lewis’ 2013 Christmas advert cost them an estimated PS7m, but it received over 40,000 mentions before it was even shown. It was viewed 18 million times on YouTube in three months.
This type of coverage is not available to all brands, but it is possible for those with large budgets. Our business users are just as concerned about where the final video is available. Clear delivery strategies are essential at the beginning. They should include the website, social media (Facebook and Twitter, Pinterest), email marketing, online advertising (QR codes, Blippar), print campaigns (QR code and Blippar), exhibitions, events, PR, and print. B2B should aim for 60-85% of the video views from outside of the site.
B2B marketers can be inspired by great retail videos. If you have a budget to spare, you can still make video an integral part of your marketing strategy.