Retailers are quickly learning the power of adding rich media to websites, but they aren’t the only ones catching on. As videos work their way onto the websites of retailers, consumers are starting to expect them to be there. According to a recent study by comScore, Internet users watched online video content for an average of 15.9 hours in May 2011, and engaged in 5.6 billion viewing sessions during the course of the month. With so many consumers tuning in to retail videos, it is quickly becoming one of the best ways to turn browsers into buyers.
Why You Need Video
Not only are consumers tuning in to online videos at an all-time high, brands like Zappos are seeing an increase in sales from 30% to 60% on products with video.Also, if consumers are watching the video online, they can share the video online. Video is easy to share via social media channels like Twitter or Facebook and has the power to spread the brand name virally.
However, it is important to note that if the intent is to have the video shared socially it should also be mobile compliant, and driven by HTML5 technology. With mobile viewership on the rise, the videos that will be successful are the ones that will be able to be viewed from many platforms, especially mobile.
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Additionally, implementing video online will not only put the best brand image forward, it will help to garner trust among customers by giving them an accurate look at the features and capabilities of the product. Because video is becoming more expected, its absence may lead consumers to assume there is something to hide. Companies that are considering video need to have a plan for how to spend budget effectively to increase ROI and conversion rates from online shoppers.
Implementing Video On A Budget
Before retailers decide to add rich media like videos to retail websites, they need to set a plan and a budget for the process. Setting a budget is an important first step in planning how the video will be shot. Video can be shot in a series of still images, in high definition, or with a popular, but more expensive camera known as Red One. While the Red One is more expensive to shoot with, it also allows for capturing still images from the video to be used for a variety of purposes such as in-store signage, marketing collateral or advertisements. So, if the images will be used in multiple ways, it may actually be more cost-effective to shoot with the Red One.
Once a budget is determined, then all lines of communication should be open for determining the goals of the video. If there is a script needed, that should be written in advance and agreed upon as well before the shoot begins. After the script is written make sure it goes back and forth between the client and the agency for an approval process. Once the script is approved and agreed upon, then preproduction and creative processes can begin.
Determining The Creative Direction
The best way to use video on the web is to haveit tell a story that connects the brand to the customers in a more meaningful way than standard photos can. Video shows customers how a product can make them feel. Video also tends to be successful on retail websites because they have the capability to provide a lot of product information in a short amount of time. Once the script has been crafted to tell the brand story, creative elements can come in for support such as set building or location scouting and using story board artists.
For example, retailers such as Chico’s and Crock-Pot have successfully implemented educational and how-to videos on their site to demonstrate how the product works in the real world.Chico’s helped customers find the right fit and styling for wearing their clothes by creating a video for 7-Way Dress. The video proved to be a successful sales tool for Chico’s and they quickly sold out of this item.
Video also can be used to assist retail customers shopping in brick and mortar stores by putting QR codes on aisle violators or front panels of packaging so they can use their mobile devices to quickly access a live presentation of useful information about a specific product. This would be especially valuable when you want to store an item and the item you want is of high value and consequently behind glass to prevent shrinkage. In this case you could simply scan the code on the front of the package and get the needed information, rather than to track down a store clerk.
At KSC we have seen success with our clients creating videos that are both mobile compliant using HTML5 technology and used on their websites. Retailers can get creative with their product videos and make anything from short and simple product in action shots to a two minute long teleseries. The key is not only implementing video on your website, but knowing that it can be done multiple ways to make the most effective use of your budget.
Brad Tuckman founded KSC Kreate in 2001. Tuckman has helped KSC Kreate grow from a retail and catalogue photography business to a leading provider of visual content and software for the nation’s top retailers and consumer products groups. Heis a trained photographer with a degree from the Rochester Institute of Technology and more than 17 years of experience as a business leader. To learn more about KSC Kreate, visit www.ksckreate.com.
