Date post: | 15-May-2015 |
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Business |
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Justin Foster, Founder, Video Commerce Consortium
Alison Jeske, Director Product Management, drugstore.com
Jon Nordmark, Founder & CEO, Ebags.comXavier Casanova, Founder & CEO, Liveclicker
1994
first visitor
eCom sales 1% of total retail
2000 2004 20081996 2002 2006
eCom sales 4.2% of retail
$1M web salesfirst profit founded
IPO
bankruptopen to all
Will It Blend video viewed 100M times
Search Engine Marketing - CPC
Overture first $100M revenue
Email Marketing - CPM
Digital Impact first email
Affiliate marketing - CPA
Commission Junction formed
Banner advertising - CPM
DoubleClick - first banner
Video Commerce
ShopNBC.tv launches
Social Marketing
Friendster founded
“Will It Blend” over ~100MM views and counting
Self-Produced Videos: build credibility, add value, humanize the experience
Acquire content from customers Build a trust relationship
Q: What is preventing you from starting out with video commerce or expanding your current video commerce initiatives?
0% 5% 10% 15% 20% 25%
Goes against the culture or brand
High production costs
Poor ROI
Lack of interest
None of the above
No executive buy-in
Lack of industry case studies
Lack of resources
Unproven ROI
Lack of knowledge
Don't know where to start
Source: Video Commerce Consortium Survey. July 7, 2008
Alison Jeske With a decade of experience
in eCommerce, Alison Jeske has worked in customer acquisition, retention and customer service aspects for online retailers. Alison is currently Director of Product Management for drugstore.com, inc., where she is responsible for defining site strategy, and implementing new site features to deliver an exceptional personalized shopping experience.
Prior to joining drugstore.com Jeske was a senior member of the eCommerce team at Cingular and AT&T Wireless.
drugstore.com, inc. (NASDAQ:DSCM) is a leading online retailer of health, beauty, vision and pharmacy products. Our portfolio of brands include: drugstore.com™, Beauty.com™ and VisionDirect.com™. All are accessible from http://www.drugstore.com and provide a convenient, private, and informative shopping experience while offering a wide assortment of more than 30,000 products at competitive prices.
Past : Launch of new Beauty.com site in November 2007 – included video
▪ Video library (self-produced and vendor videos)▪ Brand boutique videos (e.g. Jonathan)▪ Objectives:
Increase basket size Increase time on site Provide enhanced shopping experience for prestige
beauty customers▪ What did we achieve?
Basket size and time on site difficult to directly correlate to video viewing (new features also launched w/ new site)
Positive feedback from customers
9
Pop up window displays video
Present: New tools and expansion of video into drugstore.com
▪ Partnered with Liveclicker to provide rich tools for driving that intersection of video and commerce
▪ Launched Beauty.com w/ Liveclicker in July ▪ Launched drugstore.com in September▪ Monitoring SEO benefits▪ Building out a video library ▪ Securing content from vendors▪ Adding video into our product setup procedures▪ Measure, measure, measure – analyze!
Liveclicker tool provides many features:
’Buy’ just one click away Product links in video Sharing Rating of videos Comments Access to related videos/whole library SEO benefits Push to YouTube, Twitter, Google Video
Over 30 videos on Beauty.com
Still early to determine the basket (order value) impacts
Other exciting metrics – newest video with a 94% continue to watch past 10 sec mark;42.5% watch whole video
Future: Broaden access to video throughout the
site (product details pages; tutorials on new site features)
Develop in-house videos (videos for our “brand”)
Facility for customers to upload video Continue to monitor and analyze results
(orders!)
Jon Nordmark, Founder & CEO Ebags.com >$100MM 2007 revenues Growing 25%+ annually Launched video in early 2008
Initial pilot on video site Later rollout to brand and product pages on
Ebags.com
Put existing assets to use
The most engaging medium for selling
Provide a richer customer experience
Drive new traffic through video SEO
Leverage supplier content Access professional quality assets; low cost
Group A – No Video
Group B – With Video
# Product pages served
25,000 25,000
Conversion rate (clicked play button)
6.63% 10.00%
Conversion rate
(watched entire video)
6.63% 15.84%
Conversion rate increase (clicked play
button)
N/A50.1%
Conversion rate increase
(watched entire video)
N/A 138.9%
Launched in 2008Prominent SEO placement
“ Conversion rates increased. Plus, we quickly validated the SEO pilot.” - Jon Nordmark, Founder & CEO, eBags.com
Future: Continue producing video assets More experimentation testing
“demonstration” vs. “promotional” Lean on suppliers and customers for new
video content
Largest and fastest-growing consortium of interactive marketers seeking to learn about and advance the use of video in e-commerce
www.video-commerce.org
Justin Foster, Founder, Video Commerce Consortium
Alison Jeske, Director Product Marketing, drugstore.com
Jon Nordmark, Founder & CEO, Ebags.comXavier Casanova, Founder & CEO,
Liveclicker