March 29, 2012
Have you heard of Zappos.com? They are an American online retailer that sells shoes, clothing and accessories. They are using video to showcase most of their products. It’s a great example of a company using short and simple video clips to help their sales. This works especially well for online retailers where customers are not able to see the products in person.
Zappos is catching the eye of other major retailers who are taking note of the tremendous success they are achieving from their online video marketing.
The online retail company owned by Amazon.com churned out about 58,000 short videos of mostly staff—not professional models—showing off shoes, bags and clothing in 2010. Zappos found that when a product includes a video explanation, purchases rise and returns decrease. (Wall Street Journal, March 17, 2011)
You don’t need to be a huge retailer to use video to show off your products. Even if you have just a few products, adding video gives your customers an added dimension to visiting your website.
Here’s an example of one of their product webpages. Click on the “Video” button on the Zappos page to view the product demo. It’s interesting that they are just using regular Zappos employees — not professional models.
Zappos.com Product Demo (Clicking will open a new window)
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