Why Retailers Should Use Videos to Market their Products Online

  • By Christine Campana
  • 25 Feb, 2017
Why retailers should use video to market their products online

As a retailer, you might think that to market your products online, a website, social media, and some online ads are all you need. Well, if you haven’t tried online videos, you should definitely experience this effective form of online marketing. Online videos have been so successful at getting customers to purchase products online that retail giants have started using them to increase sales and conversions.

What are some examples of retailers that use videos?

  • Major British retailer Marks and Spencer features videos on their product pages. For instance, a shopper that visits the page of their latest blue cardigan will see a video that shows a lady wearing that piece of clothing. This aids customer decision-making and ultimately leads to increased sales.
  • Ariat, an American equestrian footwear manufacturer, also has videos on their product pages. A buyer who looks at their boots online will find how-to videos of how to properly wear and clean boots. These helpful, informative videos lead to a high conversion rate for the company.
  • Zappos, an online shoe and clothing shop, has a similar experience with their online videos, as pages with product videos show an increase in sales ranging from 6% to 30%.

Why are online videos so effective for retailers?

Videos make use of visual and auditory effects to present brand messages in a way that is easy for customers to understand and relate to. A well-executed video can be used to connect with customers through facial expression, body language, imagery, and music. In essence, they help customers “experience” a product in a way that pictures and words don’t allow for. Through videos, retailers can also reach new and existing customers by providing them information they're searching for. It is for these reasons that studies related to video marketing show that 80% of consumers are more likely to purchase a product after watching its video.

What are some types of videos I can use for my business?

While video commercials and advertisements are the norm, other more informative and subtle formats can be used to better connect with customers:

  • Product videos are perfect for educating customers about products. They can paint a picture of how great a product is and convince customers to purchase it. They also save customers time and money by helping them decide whether or not a product is right for them.
  • How-to videos, on the other hand, give tips and guidelines of how customers can use, fix, or clean a product. They are quite helpful and informative, and can be used to increase awareness and build brand loyalty.
  • Shoppable videos allow customers to buy products directly from the video, instead of the video leading customers to the company website to make their purchase. Some companies that have chosen to add this new dimension to their online marketing experience include Debenhams, Gucci, and Ben Sherman.
Video marketing is on the rise and appears to be here to stay; in fact, videos have been dubbed as “the future of content/online marketing.” With more people watching videos and their capacity to demonstrate products in such a fun way, it makes sense for retailers to get on board with this trend and make some videos to showcase their merchandise.


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