Thanks to Doug Mack at Macktalk and the folks at VideoRetailer.org for highlighting a couple of eCommerce sites that are using video to promote their products. (Click on images to see video on their sites). Higher production costs, limited technical capabilities, different business priorities and lack of acceptance of web video in the marketing mix are all contributing factors to video’s slow uptake on eCommerce sites. By every indication however, 2009 is when video will start to gain traction on retail websites.
Two different approaches in the use of web video are highlighted above. eBags, a web-based retailer who have shipped over 10 million bags in the last ten years use video to highlight the use or application of their products in settings where the products would normally be used. This is a great way of getting buyers to envision themselves using the product. Littlewoods, a UK-based ‘online department store’ have just started to introduce video across their various product lines. The example above shows clothing being worn by models. Other video clips in the clothing section include discussions about the features and benefits of the products being worn. Buying clothes online still seems like a leap of faith to me, but using video to sell the product will certainly make the purchase decison that much easier.
Why doesn’t every company do this?
