The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
The retailer embeds videos on social media pages and blogs.
Pictures are supposed to be able to tell a thousand words, but that is one axiom that just isn’t true all the time. When one looks at the picture of a product, that picture simply shows a static object sitting there, doing nothing, saying nothing.
Take, for instance, an airgun. A picture shows what an airgun looks like, but not what it can do. This is a problem retailer Airgun Depot has tackled with a technology that tells much more than a thousand words—online video.
Airgun Depot began posting videos three years ago and has about 20 online. It uses the video services of technology provider Buystream.tv to shoot, host and stream the videos. And video has proven its worth, and then some. It costs $300 to $500 to shoot a video, and $200 a month for the hosting and streaming. The videos range from about one to five minutes in length. Today the retailer routinely experiences a 10% to 12% lift in conversion for shoppers who watch videos.
What’s more, the retailer can embed the videos anywhere, including on social media pages or blogs. And each video has a clickable Buy button that appears in the presentation, perhaps a demonstration of an airgun in action, so the shopper can click on the Buy button and be transported to a checkout page on the retailer’s e-commerce site. Airgun Depot, for example, includes video in e-mail marketing campaigns and there is a noticeable and welcome difference.
“On average a video e-mail campaign we do, we’re generating $10,000 to $12,000, compared with $7,000 or $8,000 with a regular campaign,” says Scott Thomas, owner. “People just like to watch video.”