Page 44 - How Top Merchants Create the Best Customer Experience

44 HOW TOP RETAILERS CREATE THE BEST CUSTOMER EXPERIENCE

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

VIDEO IS POPULAR WITH ALL TYPES OF MERCHANTS

Share of Top 1000 retailers offering video on site, by merchant type

Direct marketer 88.9%

Consumer brand manufacturer 83.2%

Retail chain 81.4%

Web only 77.0%

Overall Top 1000 80.3%

Source: Digital Commerce 360

One reason video could be popular with retailers is that merchants
One reason video could be popular with retailers is that merchants
can use it beyond their ecommerce sites, such as in marketing
can use it beyond their ecommerce sites, such as in marketing
materials for social media or for commercials. Plus, videos can
materials for social media or for commercials. Plus, videos can
bring products to life online, where shoppers can’t touch and
bring products to life online, where shoppers can’t touch and feel
feel the product.
the product.

For retail chains, 81.4% have video on their site. Those can come
For retail chains, 81.4% have video on their site. Those can come
from suppliers and brands, allowing retailers to host videos without
from suppliers and brands, allowing retailers to host videos without
having to bear the production cost.
having to bear the production cost.

However, direct marketers, including TV retailers like QVC owner
However, direct marketers, including TV retailers like QVC owner
Qurate Retail Group, are most likely to include video, at 88.9%, as
Qurate Retail Group, are most likely to include video, at 88.9%, as
many of them rely on videos for marketing and sales. Migrating
many of them rely on videos for marketing and sales. Migrating
videos to the web is a natural move as shoppers shift to online
videos to the web is a natural move as shoppers shift to online
instead of TV and phone call purchases.
instead of TV and phone call purchases.

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