Retailers need to prepare for the online video wave

Craig Wax

Adding videos to retail sites was once a complicated and costly undertaking, but that has changed, says Craig Wax, CEO of Invodo, which sells online video services to e-retailers. “Video is coming to retail like a tidal wave, presenting both challenges and opportunity for web design ,” he says.

Wax will speak about online retailers' growing use of video in marketing and merchandising during a session entitled “Revving up your retail web site with online video" at the Internet Retailer Web Design & Usability Conference 2012 in Orlando, FL, from Feb. 13 to Feb. 15. He will be speaking along with Shannon Wu-Lebron, director of e-commerce searchandising at Office Depot Inc.

Wax says video implementation has become easier and cheaper, and that videos can help create livelier, more engaging sites that capture shoppers’ attention. Yet some retailers use video more effectively than others, and Wax will tell attendees why.

 “I will explain why video works and provide good and not so good examples of what retailers are doing today to incorporate video into design,” he says. “Attendees will learn what to consider when designing video.  We will share best practices and examples which will help them get started with video or improve upon their existing video programs.”

Internet Retailer’s editors asked Craig to speak about video because of his track record in market strategy and new product development. Previously, as senior vice president and general manager at online dating service Match.com, he oversaw strategic partnerships, marketing and product innovation. He has also held senior roles at Yahoo. During his time in marketing and new ventures at General Mills, Craig helped the company acquire Small Planet Foods. He also has worked in sales at Procter & Gamble.