July 17, 2008, 12:00 AM

Drs. Foster and Smith expands video strategy

Online videos are becoming a key part of the merchandising and customer relationship strategies at pet supplies retailer Drs. Foster and Smith, which recently loaded more than 20 videos and may have more than 100 by year`s end.

Paul Demery

Managing Editor, B2B E-commerce

Online videos are becoming a key part of the merchandising and customer relationship strategies at pet supplies e-retailer Drs. Foster and Smith, which recently loaded more than 20 videos onto DrsFosterSmith.com and may have more than 100 by year`s end, says Gordon Magee, manager of Internet marketing and analysis.

“We are convinced that videos will be of great benefit to customers and will definitely help sales,” Magee says. “The videos on how to put dog crates together, for example, will help pet owners feel more confident in how to put one together quickly.”

Drs. Foster and Smith, No. 91 in the Internet Retailer Top 500 Guide, is also planning to build on its online video strategy with new content and a dedicated video section of its web site. “Once we have enough videos, we’ll create a Video Center on the site where people can search for videos and view them by category or other designation,” Magee says.

The retailer is exploring new topics to cover in videos, such as showing how dogs like to be in dog crates to satisfy their nesting instincts and their need to feel safe. “We’ll have a video like that online that I think will help pet owners better understand their pets and the products that help their pets,” says Magee, whose audio-visual presentation at IRCE 2008 is available on CD-ROM.

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