Video Boosts Sales for Online Retailers
At brick-and-mortar retailers, shoppers can stroll the isles, handle items, speak to clerks, and receive well placed merchandising messages. It’s not that easy for ecommerce merchants. They must find new and inventive ways to engage and convert customers; using well written and persuasive content, great photographs, related product links, and cross-selling tools. In this ever-advancing cycle of innovation, merchandising with video might be the next bottom-line booster. “There is a clear trend that a lot more [online] retailers are incorporating video into their user experience…and we know that video works,” said Kevin Ertell, senior vice president of ecommerce at Borders Inc., Ann Arbor, Mich. With the support of its 1,100 retail store...