Adding Video to Retail eCommerce Sites: What should be considered?

A recent report from Forrester Research shows that a staggering number of ecommerce sites intend to either re-platform completely, or relaunch in some distinct way. One of the most cited upgrades being planned for the site was "video". Unfortunately, that term, as a survey completed by Future Merchants indicated, is not well understood nor does it have a set ofwell understood best practices. Recent discussions with ecommerce executives show that some practices are emerging as most effective.

A major national department store chain uses video on brand landing pages. The video is essentially catwalk/fashion, shot without narration or guidance on the fashion being shown. However, the engagement rates are high enough that the test expanded from a single fashion brand to a handful. The type of video being shown does create an emotional connection with the brand. This represents the initial emerging practice. Use the medium of video to create emotional connections. Why? Because much shopping, and in particular fashion apparel, is an emotion-based "need".

The creation of emotional messaging in video content for retail sites represents an evolution in the use of the medium, particularly when the content was originally created FOR the site, and not simply repurposed from television commercials. As a few ecommerce executives told me at eTail West, "this really works"!