Lights, Camera, Action: Use Video to Better Connect with Customers

Google and Think reported that 40% of YouTube users viewed a video before purchasing a product. The reason: Seeing is believing - video enables consumers to see products in action.  After all, it's difficult for many consumers to visualize how a product or service will work simply by reading a review or blog post or looking at one-dimensional pictures.

 

Google and Think report that viewership of "shop with me" videos on YouTube have increased 1,000 percent in the last two years.  And eMarketer reports that the average American adult spends 81 minutes per day watching digital videos, and that number is expected to increase.

 

Indeed, video helps trigger emotional connections and responses. By showcasing innovative storage solutions, how technologically sophisticated showers work and the benefits of creating an in-home sanctuary in your bath on video, showrooms can create and attach emotion to information. A number of large retailers are employing in-store videos to further connect with customers by answering their questions and converting online shoppers to buyers. Geometry Global found that 80 percent of survey respondents were actually influenced by a video to purchase a product versus only 50 percent of consumers who were swayed by social media or text content.

Lessons for showrooms. Partner with your manufacturers to select videos they may have produced that showcase their products. And look to make your own videos showcasing how new baths, kitchens and other rooms that you help create make your customers feel.