December 29, 2006, 12:00 AM

Blending video and e-commerce

(Page 5 of 5)

Creating and deploying online video is no longer much of a challenge, says consultant Heneghan of Elevation. “For many of the things e-retailers can do, all you have to do is just connect a video camera to a computer and off you go. I mean, people are doing this every day at home with movies of their babies and then posting them on YouTube. However, e-retailers do have to ensure a level of professionalism, but they can do so with things they probably already have in house, like good lighting and graphic artists.”

As for the use of online video in e-retailing, one might say it’s a baby movie itself. “As far as its evolution goes, online video still is in its infancy,” says American Eagle Outfitters’ Savitt. “For us, having measured the click-throughs and conversions of our online video effort, so far we have seen good returns. Ultimately, online video is a significant part of Internet users’ online experiences and there is so much opportunity for retailers.”

bill@verticalwebmedia.com

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Timothy Seward / E-Commerce

Top investment priorities for online retailers

If you want to match Amazon’s growth, you’ll have to invest in recruitment, education and ...

FPO

Philip Rooke / E-Commerce

An online retailer’s view of the ‘Brexit’ debate

British web retailers could be left out of the e-commerce race as other players in ...

Advertisement