Retailers have known about the value of visual data since the day a department store unveiled the first window display. Today, photos, videos and other visual assets have become deeply integrated into all aspects of commerce — particularly online and mobile.
Yet visual commerce — the connection of visual assets with browsing and purchase processes — still lags. For example, only 8% of brands in the L2 Digital IQ Index: Specialty Retail US have integrated a photo search tool into their apps.
But many innovative retailers are maximizing the value of their visual investment:
- Purple uses its video content to target influencers who are likely to share the videos, even if they are not in the mattress retailer’s target demographic;
- Jenson USA has streamlined its ability to accept video reviews and other user-generated content, allowing the online bicycle retailer to connect directly with its customers; and
- zulily has used Facebook Live to create a shoppable video event showcasing its commitment to affordable plus-size apparel while increasing real-time interactions with its customers.
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