Video content helps retailers optimise resource and wow customers

An eCommerce retailer’s worst nightmare:

Simon is a keen amateur baker and has wanted to buy a stand mixer for a couple of years. He spots your latest deal. It’s a quality brand he recognises, your ‘add to basket’ signs are perfectly positioned and Simon is at the online checkout with his £500 stand mixer.

Simon goes to press ‘buy now’, but he’s suddenly having last-minute doubts and wants to be sure it’s the right product. He’s worried that he’s being too impulsive and suddenly isn’t quite sure if it’s big enough and how the attachments fit. Simon becomes one of the 70% of customers who abandon the basket before going through with the sale. Cue disaster music.

Doing more research, Simon sees a competitor’s offer. He watches the product video which satisfies his doubts about size and how easy it is to use and he presses ‘buy now’. Not only have you lost this sale, but, because Simon is keen to extend his culinary expertise, he buys more branded products from your competitor while he’s on the site. Over the next two years, you lose thousands in revenue from one customer and many more like him.

Not good!


Why is video and varied product content so important?

This scenario may sound extreme but in a recent survey, buyers said that the ‘most credible product details’ come top of the list when choosing which website to buy products or services from.  Forbes says that a whopping ‘90% of customers report that product videos help them make purchasing decisions,’ and that ‘64% of customers are more likely to buy a product online after watching a video about it.’

Product content impacts the customer experience in two major ways:

  1. Accuracy, authenticity and trust: Customers want to get the best deal and to protect themselves from making the wrong decision. They do substantial research before buying anything‚ and this is particularly true for expensive items.

If you don’t have all the information that customers are looking for, they may see it as a lack of professionalism, a lack of quality, or a reason to doubt the functionality of the product.

Incomplete product content reduces the value of your product and you risk losing customers forever.

  1. Evidence and product attributes: Customer expectations are sky-high when it comes to online experiences. Retailers, from established, global eCommerce giants to high-street names in the process of growing their online offering, are looking for ways to provide every opportunity for the customer to engage with their product.

It’s the online equivalent of a market trader handing an item to a customer at a stall. The longer someone has a product in their hands, the less likely they are to give it back.

Product content including video, controllable 360-degree and zoom images, customer reviews, Q&As, compare functions, technical specifications and accurate descriptions all work in combination to make the customer feel like the product is already in their hands and part of their life. Here are a few nice examples from the high street courtesy of Oasis, Office and GAP.

Video is a particularly powerful component in that mix because it increases the chances of the customer remembering your product, it’s sharable and, most importantly, you are showing rather than telling your customer what it can do. You are proving it.

So, I only need video and everything will be fine?

Well, no. In the example of Simon’s mixer purchase, it was a lack of video that drove him to a competitor, but any single missing element of product content could have contributed to him pressing the ‘buy now’ button elsewhere.

Mobile-enabled eCommerce sites and faster connection speeds mean that customers can scan everything in a shorter amount of time. They want everything, and making sure that video is in the mix is a powerful sales tactic.

For retailers and distributors alike it’s essential that they supply accurate product content in as many different formats as they can. But when eCommerce sites and digital marketplaces move so quickly (and they all require slightly different information), how is this possible? And how do you deal with the potentially colossal storage space needed for video and image content and backup?

Enter Pimberly, the cloud-based PIM solution

Hopefully, you’re already familiar with Product Information Management (PIM) software as a solution that helps eCommerce professionals control their product content.

Our new generation PIM, Pimberly allows you to feed product content into one system, which then generates assets to fit the format required on multiple platforms, e.g. eBay or Amazon, and across numerous channels including print, online, mobile, apps etc.

As it’s cloud-based, Pimberly is a step-up from other PIM solutions and Enterprise Resource Planning (ERP) software which was not designed with rich data in mind. Designed for the modern eCommerce world, Pimberly also has an in-built Digital Asset Management (DAM) functionality to provide complete control over image-based and customer-winning video content.

Pimberly’s Cloud-based PIM software has oodles of benefits for the fast-moving eCommerce industry. It’s hosted on Amazon Web Services which means:

  • You can wave goodbye to huge internal data storage which is costly to manage and (crucially) back-up, with Pimberly it’s all stored in the cloud-ready for when you need it!
  • There’s no hardware to install and it’s completely scalable. Pimberly allows time-stretched tech developers to focus on other things and you can set up and change your scope in super quick time.
  • You can fix it immediately when something’s missing! If a retailer, e.g. John Lewis requires 5 different shots of a t-shirt in 9 colours, and it doesn’t have them all, it will stop the product from being published on the website. The Pimberly system works out what you need and alerts people in your organisation in real-time, saving even more admin time and money.
  • You can get those new product lines added more quickly, even video doesn’t slow down this process with the cloud so, it’s still significantly quicker than previous methods.

Will Pimberly really help you sleep at night?

Yes. Tuck yourself up with a Horlicks because using Pimberly cloud-based PIM software can enhance your customer’s experience and transforms your sales from average to outstanding in  two very important ways:

  1. Operating through the cloud means that there won’t be any slowdowns in your system caused by updates and backup, so your customer will never miss out on seeing vital product information.
  2. Automatic publishing ensures your customers see ALL of the product content that you have available on EVERY platform you sell through, providing as much compelling engagement with the product as possible.

All of this makes it much more likely that customers will press the ‘buy now’ button, be happy with the purchase, not return it and keep coming back to you in future.

Pimberly makes it so easy to set up and optimises your product content so you don’t have to worry about it.

Read this blog for other handy hints on how to wow your customers and increase online conversion rates