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Physical shops face a grim future. It must be time to get digital.

online retailers need video in their storesPredictions of doom and gloom for physical shops and retailers are nothing new. But sometimes there is a bit of truth in them, and for physical shops there may be more than just a bit of truth in the latest predictions.

A study released by ORC International on behalf of Capgemini reveals shoppers are starting to turn more towards online ordering over visiting stores in person. Fifty-one percent of shoppers worldwide intend to spend more money with online retailers than in bricks and mortar stores. It’s a simple majority yet, but still growing. This data is what led Capgemini to note the grim future of physical shops.

What can physical shops do about the shift to online sales?

There’s the traditional approach – bring in more sales using traditional marketing, word of mouth, and sales. Those can be effective in the short term. But if you want to increase business in the long run, you’ll want to get your store online.

It’s a big leap to go from merely having a website to hosting your online store in addition to your physical location. There are many things to consider, but one thing you should include from the outset is video. Consumers now expect video everywhere online. And according to the e-tailing group, 89% of online retailers use video on their online stores. About 72% of retailers include video on individual product pages.

Online retailers have been adding video to their stores and products feverishly over the last several years. If you haven’t made the leap to online sales yet, then including video in your transition process from the beginning can give you an edge against your online competitors. They may have video on their sites, but not have fully integrated them or they may not look so good. You, on the other hand, having planned and created videos from the beginning can look amazing to the visitors to your online store.

Video is often given priority in search engine results too. So a consumer searching for a green widget just might be shown your video of the green widget in your store. Earlier in 2014 a study revealed consumers are 73% more likely to buy a product after watching a video of that product.

If you have questions about using video for your online store, whether you have one yet or not, just give us a call or email us at [email protected]. We can let you know how to get started, pair you up with a video production company if needed, and explain what your options are for making your videos look great.

Oliver Burt

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