Apr 20 2012
The Importance of Online Video: John Lewis tell us their magic formula
More and more retailers are embracing the power of online video and John Lewis are leading the charge.
Online consumer spend continues to grow and UK internet adspend topped £4.8 billion in 2011 as retailers flocked to advertise their products on the net.
So how can online video be used to boost your sales and help your brand reach a whole new audience, as well as engaging with your current customers?
Our work with John Lewis
At Greedy Media we have worked with John Lewis on numerous projects, helping the upmarket department store showcase its products in a variety of different ways.
Now Caroline Beckett, Website Editor for John Lewis, tells us how they harness the power of online video to benefit their brand.
“Obviously, we use online video to help us sell products; but we also use it for customer service. It’s a means of communicating and engaging with our customers and a way to replicate the kind of service they get in our shops by giving them a virtual resource.
We use video to preview new merchandise, and include advice and product details to inspire customers and help them make the right purchasing decisions. We make “how to” videos on more complex tasks like applying make-up, measuring up for blinds or hanging wallpaper, to increase their confidence in buying these products, and to reinforce our position as a trusted retailer.”
And it’s not just video that works for John Lewis. Utilising the power of social media can have serious advantages for your brand. Caroline says:
“We’re finding social media enormously helpful in increasing the number of people watching our videos – for example Facebook helped the ‘One room, four looks’ series to over 35,000 views in one month.
We’re also increasingly sharing videos with other non-competitor sites and bloggers to increase their visibility, as well as having our own YouTube channel in addition to hosting videos on our own site, where we can direct customers immediately to related merchandise.”
We’ve recently been working with John Lewis and produced a number of videos for their business, so make sure you return to the Greedy Media blog to see what we got up to.
