Neiman Marcus names a new chief marketing officer and restructures staff to address the growing importance of e-commerce.
The multichannel travel retailer hopes to help consumers better understand its products.
Multichannel retailer Magellan's International Travel Corp. added videos to its site last week in an effort to provide shoppers with a more in-depth look at its products.
“As a multichannel retailer with a call center, retail stores and web site we found that our customers who call in to our call center get great information, our customers who go to our stores can get product demonstrations, but on our web site all that that informative element was missing,” says Lynn Staneff, director of marketing for Magellan’s, No. 478 in the Internet Retailer Top 500 Guide. “Videos allow us to mirror the experience of our other channels.”
In addition to improving its online customer shopping experience, the videos are also aimed at improving the site’s rankings in search engine results. After less than a week, several of the 30 videos are showing up on the first page of Google video results when a consumer searches using a product name. After comparing product sales before and after the introduction of the videos, the retailer plans to produce more videos.
The videos allow Magellan’s to more effectively present the benefits of certain products, says Staneff. For instance, it’s hard for a static image to describe the retailer’s Bag Bungee, which allows consumers to secure two bags together. “The video allows us to demonstrate how to use it,” she says.
The retailer worked with Invodo to add videos to its site. The process—from shooting the videos to adding them to its site—took less a month, says Staneff.