STORES - September 2010 - (Page 44)

NUTS AND BOLTS / NETWORKING & COMMUNICATIONS The Power of Video Leather goods retailer finds adding video ramps up sales and conversion rates BY LIZ PARKS G erman specialty retailer Max Röhner Leather Goods can be classified as a traditional small European enterprise — with an innovative twist. With five bricks-and-mortar shops, the retailer has been selling high-quality bags, wallets and accessories since 1890. It launched an online shop in 2001, and is in the process of relaunching that site to coincide with the 120th anniversary of its first shop., the Internet division, has been doubling its online sales and conversion rates in the last few months by using automated product video technology that provides virtual customer service. Treepodia’s automated video solution engages the customer’s attention, intensifies interest in (and understanding of) the products and increases the drive to possess the products “touched” online. Owner and manager Peter Röhner believed videos “would provide a much better online shopping experience.” The company has always strived “to modernize and innovate,” he says, and chose the platform from Israel-based Treepodia because it “was easy to integrate and it allows us to serve our customers in the best possible way by giving them better conditions in which to shop.” Better-than-expected results Röhner expected an improvement in customer loyalty and conversion rates as a result of putting Treepodia-developed product videos on its site. Those expectations were met. “We’ve seen an almost 50 percent conversion rate increase on average for the products with video embedded,” Röhner says. The first videos went live in March, and Röhner 44 STORES / SEPTEMBER 2010 “We’ve seen an almost 50% conversion rate increase on average for the products with video embedded.” – Peter Röhner, Max Röhner Leather Goods now has videos for approximately 200 of its more than 1,100 products. Most of the videos are for products that retail for more than $100 and focus on attributes that make a particular product unique. Embedding video on a website typically generates incremental sales and higher shopper-tobuyer conversion rates, says Treepodia founder and CEO Tal WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES - September 2010

STORES - September 2010
Table of Contents
Editor's Page
President's Page
Retail People
Favorite 50
Retail Showcase
Customer Retention
Social Shopping
Gift Cards
Business Intelligence
Networking & Communications
Customer Centricity
Payments & Credit
Return Fraud
Green Issues
ARTS Update
Point of View
NRF News
Retail Industry Calendar
End Cap

STORES - September 2010