Produktvideos steigern nicht nur die Konversionsraten in Online-Shops, sondern verschonen Händler im Idealfall auch vor ungeliebten Retouren. Diese Erfahrung macht zumindest US-Möbelhändler OFM mit seinen Produktvideos auf YouTube:
"Offering product videos on YouTube has reduced the rate of product returns for OFM Inc., a distributor of office furniture that sells to online retailers and other merchants.
OFM has produced more than 90 videos since early 2009 that retailers and consumers can watch on the company’s YouTube channel or that retailers can offer on their sites.
Since then, the average return rate for furniture featured in the spots has declined to about a half a percentage point lower than OFM’s typical return rate of 1.5%, says Abel Zalcberg, the company’s founder and CEO."
Seine Produktvideos lässt der Möbelhersteller übrigens im kleinen Team selbst inhouse produzieren:
"The videos typically last between two and three minutes, though some can last at least twice as long, and feature not only product descriptions but instructions about use."
The video host in one spot, Abel’s son Blake, demonstrates how to use the levers on an office chair. Besides Zalcberg’s son, an OFM salesperson also helps produce the videos. The two of them can produce five per week, Zalcberg says, a process that might take up to eight hours for filming and editing."