I ran across an interesting article in Internet Retailer that highlighted how traditional retailers are using online video to boost ROI in their stores. They cited Wet Seal, a clothing chain that targets young female shoppers.
They used YouTube to post a video about a new contest and then asked young women to make their own videos, post them back to YouTube for the chance to win a back-to-school fashion makeover. Here’s the video they posted.
The article pointed out that the contest is a good example of how a retailer can leverage online videos, social networks and community sections of their web sites—combining the volume of traffic on a site like YouTube with the strength of a retailer’s own brand and customer base on its own web site.
Here’s the number I love … Wet Seal reported that the video traffic has helped them encourage visitors to generate more than 100,000 custom outfits on WetSeal.com since the retailer launched its Boutique and Runway outfit-creating sections in April. Visitors to these sections convert to buyers at TWICE the rate of shoppers who don’t visit them.
A little creative thinking about how to leverage a combination of delivery channels can go a long way toward driving better ROI. And it strengthens the connection between the brand and the customer.
How could you apply this to your enterprise?