The cover story of this month's issue of Internet Retailer is "Blending Video and Ecommerce". They quote some very encouraging stats, but the article could be half as long and still be just as valuable. And why doesn't a magazine like Internet Retailer have a better website?
Enough carping. I've said this before, and Bill Siwicki clearly agrees, that it's time for ecommerce retailers to start experimenting with video. For the furniture industry, it seems like a complete no-brainer.
Typical close rates in a brick and mortar furniture store are 25% to 30%. Furniture websites without national brands are fortunate to achieve close rates (conversion) of 1% to 2%. Certainly some of that difference is the effect of a salesperson demonstrating the product to the customer. Video allows retailers to deliver much of that experience to their online customers. What are you waiting for?
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