The Rise of Video in eCommerce: The Virtual Shop Window
The up and coming year will show that video will be part of the growth of eCommerce. Robert Tarrant predicts that the use of video in eCommerce will grown in 2011, enhancing excitement around brands and will lead to increase in profits.
Currently fashion eStores can use video to exhibit their products using catwalk shows and moving stills that give the consumers a better idea of the fit, shape, design and texture of the product when on the body. This gives more information to the customer, in turn increasing the confidence for purchasing, and decreasing the return rate.
Retailers will however, be doing more than just showcasing their products with video this year; video will also be used to create tutorials and demonstrations (personifying the brand), to advertise the brand to new audiences, and to encourage UGC from their consumers, which can be used to share personal experiences with the brand and products to their fellow consumers.
Tarrant states that if retailers change their way of thinking, and start to “adopt and understand” video, then the industry will “really will begin to start seeing the 140% uplifts” Adobe have recently claimed that video can have on conversion rates.
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