Ross-Simons uses video not just to sell, but to reduce the cost of returns, thereby demonstrating yet another way on-site video can drive success in eRetail. Click the image to view a library of products on Ross-Simons' web site featuring video.
According to a recent article published by Internet Retailer, retailer Ross-Simons expects to add 700 product videos to its online video library in 2009 while investing heavily in an in-house video production studio. According to VP of Marketing Larry Davis, “We have about 300 product videos on the site and the chief benefit has been to reduce our return rate by about 10%, which is a significant cost savings.”
“Customers return jewelry because it’s the wrong size or the item doesn’t fit,” says Davis. “A product thumbnail can be beautiful to look at, but the size of the images are about the same and they can’t help a shopper determine if an item will fit or not. Showing the jewelry on a model in a video produces a better scale and helps the shopper see how it will look on her.”
Happy Selling!
