With YouTube well-established as the second most powerful search engine, it should come as no surprise that retail marketers are zooming in on video as a way to drive both online and in-store sales. Video in retail is something you can use for any size or type of retail operation. Research shows online shoppers are almost twice as likely to make a purchase if they watch a video. But adding video to your website isn’t the only way to benefit. In-store videos can substantially enhance shopper experience, and happy, engaged customers buy more. In other words, the sooner you start taking advantage of video, the more you will stand out from the competition.

Video is Versatile

You can easily tailor in-store videos to match expectations and interests of your clientele. Videos help customers visualize themselves using your products, by showing how to do that in a demo, or by displaying short clips of real customers. Video also catches customers’ eyes, much like lighted signage, but with movement as well.

Here are some tips and ideas that could make video work for your store:

• Interactive displays allow customers to “spec” their own product, design a personalized article of clothing, etc.
• Innovative new displays trigger a video when customers pick up a product.
• Self-service kiosks enable shoppers to gather information without having to interact with a sales person. That can make some customers more comfortable, and it effectively augments your live sales staff.
• Keep videos short. In-store videos should pique interest, serving as mini-ads or quick demonstrations to show shoppers what the product does or how it will benefit them. (A mannequin can show one outfit; a 30-second video can show several.)
• Invite customers to sign up for your rewards club or an exclusive e-newsletter by using an interactive screen. It personalizes their experience, and you get to capture their email address.
• Display video screens and kiosks in prominent locations so they can do their best work. That includes storefront windows, where they can keep working even after hours. Depending on the size and type of your store, consider adding sound or headphones.
• Enable customers to access your technology via their own devices. If you’re lucky, the in-store interaction will carry over after they leave the store.

Video for Small Stores

Video is a realistic opportunity even for smaller retailers, since creating videos needn’t be expensive, and you may be able to get ready-made videos from some vendors. Your own customers can also be an excellent source of video. Soliciting short clips of them using your products not only gives you something to show shoppers, it provides third-party testimonials. Better yet, it can strengthen your relationship with those existing customers, turning them from fans into active advocates. Turn your video search into a social media contest, and you’ll be an even bigger winner.

Palmer Retail Solutions strives to offer our clients the absolute best combination of innovation, quality, service, and value for our diversified custom store fixtures and merchandising displays. For more information about our designs, retail fixtures, cash wraps, kiosks, or point of purchase displays, visit our website at: http://www.palmerretailsolutions.com.