As online shopping continues to grow in popularity, businesses are looking for new ways to replicate the in-store shopping experience online. One way that is gaining traction is video commerce, which allows customers to view products and interact with sales associates online in real-time. This can provide a more personal and engaging shopping experience that can be especially beneficial for those who prefer to shop online. So how can video commerce replicate the in-store shopping experience?
This is a question that many online shoppers are asking as they become more and more interested in the video commerce space. In this article, we’ll take a look at some of the ways that video commerce can create a shopping experience that is similar to, or even better than, shopping in a physical store:
- What is video commerce?
- How can businesses use video commerce to replicate in-store shopping?
- What are the benefits of using video commerce to replicate the in-store shopping experience?
What is video commerce?
Video commerce uses video content to promote and sell products and services on the internet. According to a survey done by E-commerce Direct, 96% of consumers find videos helpful when making purchase decisions online, and 73% of people are more likely to make a purchase after watching an online video that explains the product or service. This is because video allows customers to get a better sense of the products they are interested in, including seeing them in action and getting a feel for their size and features.
Since video commerce has emerged as an essential component of e-commerce strategy, there has been a significant amount of activity to promote increased video conversion. In addition to the visual element, video commerce also allows businesses to use audio to provide additional information about their products. This can be especially useful for products that have complex features or require demonstration to be fully understood.
One of the key benefits of video commerce is that it allows businesses to showcase their products in a more dynamic and engaging way than static images or text. This can help to increase customer engagement and drive sales. According to a study by the National Retail Federation, 66% of consumers said that they would be more likely to make a purchase after watching a video about the product. This demonstrates the power of video to influence purchasing decisions.
How can businesses use video commerce to replicate in-store shopping?
Just as how a store employee tailors the experience for customers walking into his or her shop; video commerce invites conversations in order to really understand what customers want. Live video experiences put experts in the middle of the digital touchpoints, where they can educate and assure customers prior to purchase.
A live, face-to-face conversation about a purchase also builds confidence with a retailers sales associate, who can guide customers in finding products that enhance the customers experience, while not feeling like a money grab. With live video commerce, retailers are able to redefine their customers shopping experiences online, giving them a way to connect in key moments of a shoppers decision-making process.
Video commerce allows businesses to create personalised shopping experiences for their customers just as they would in-store. For example, a customer might be interested in purchasing a new piece of exercise equipment but be unsure which one would be the best fit for their needs. In a physical store, they might be able to speak with a salesperson and ask for recommendations based on their fitness goals and available space. With one-to-one video shopping, the customer can have a similar interaction with a salesperson via video chat, allowing them to get personalised recommendations and make a more informed purchasing decision.
One-to-one video commerce offers the most personalised shopping experience online by allowing customers to interact with a business or salesperson in real-time via video chat. This allows customers to ask questions and get personalised recommendations, just as they would if they were shopping in a physical store.
One-to-one video commerce also allows businesses to tailor the shopping experience to the individual customer’s needs and interests. For example, a business might create personalised product demonstrations or create customised product recommendations based on the customer’s past purchases or browsing history.
For businesses, it allows them to provide a more personalised and engaging shopping experience for their customers, which can lead to increased customer satisfaction and loyalty. It can also be an effective way for businesses to upsell or cross-sell products, as the salesperson can make recommendations based on the customer’s needs and interests.
For customers, one-to-one video commerce allows them to ask questions and get personalised recommendations in real-time, helping them to make more informed purchasing decisions. It can also be a more convenient shopping experience, as customers can interact with the business from the comfort of their own home.
According to a study by Animoto, 93% of consumers said video is helpful when purchasing a product.
Video commerce can also be used to provide customer service support to shoppers. For example, a business could use video to demonstrate how to use a product or to troubleshoot any issues that a customer might be experiencing. This can help to replicate the in-store shopping experience by providing customers with the support they need to make informed purchasing decisions.
Live video commerce can also be an effective way for businesses to provide product demonstrations or to answer more complex questions about their products. For example, a customer might be interested in purchasing a new appliance but be unsure about its capabilities. In the context of live one-to-one video commerce, the customer can connect with a salesperson and get a personalised demonstration of the product, helping them to make a more informed purchasing decision, just as they would in-store.
Comparison and inspiration
A survey conducted by Google found that 60% of shoppers said that they have used video to research products or services, and that these shoppers are 1.81 times more likely to make a purchase than non-viewers.
In a physical store, customers might be able to see a product demonstration or try a product out before making a purchase. Video commerce allows businesses to replicate this experience by creating product demonstrations for customers to watch in real-time.
Video commerce can replicate the in-store shopping experience by allowing customers to interact with products in a similar way to how they would in a physical store. For example, when shopping in a physical store, a customer might be able to pick up a product and examine it or ask a salesperson for more information about its features. With video commerce, customers can get a similar level of interaction with products by watching product demonstrations or comparison videos, or by interacting with a salesperson via live video.
Video commerce can also provide customers with visual inspiration and ideas for how to use a product. For example, a customer might be interested in a new kitchen gadget but be unsure of how it could fit into their existing cooking routine. A real-time demonstration of the gadget in action and showing it being used in different recipes could help the customer see the potential uses for the product and make a more informed purchasing decision.
What are the benefits of using video commerce to replicate the in-store shopping experience?
Bridging the gap closer between physical and virtual, video commerce creates an environment in which a customer can become fully immersed in a business’s products and values, leading to an immersive shopping experience that entices them to return for more. In short, video commerce has great appeal among online shoppers looking for a more interactive and immersive way of researching and buying products compared with traditional ecommerce experiences.
- Videos are a very effective way to communicate information about products and services. They can help customers learn about the features and benefits of a product and see it in action. Videos can also be more engaging than text or images, which can help increase customer engagement and conversion rates
- Ease of access
- By using video, businesses can create a virtual storefront that allows customers to browse and buy products just like they would in a physical store, all from the comfort of the customer’s home
- Personal connection
- Videos can be used to create a more personal connection with customers, which can lead to more loyalty and repeat business
- On the customer’s own time
- Steering away from the harsh selling strategies of in-store retail experts, the customer can be in control of their questions, and if they require any assistance
Overall, video commerce can provide many of the same benefits as in-store shopping by offering a visual and interactive way for customers to learn about and purchase products. Online shoppers may still receive the in-store experience via personalised digital offers and recommendations. So, if your consumers are buying virtually, then the most efficient way to provide personalised customer experiences is with video.