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5 retailer tips for low cost product videos and ‘how to’ videos

By Jonathan Booth, The Internet Video Company

With customer engagement now so key in attracting, converting and retaining consumers, low cost video is playing a key part by offering a vital, and very powerful medium with which to communicate with them. Watch here.

People want to watch video – it’s easier than reading, more info, excitement and inspiration can be packed into the 30 seconds they allow you than any other medium, and they are so familiar with consuming video in every other aspect of their lives.  Watch here.

Online, Product Videos and How To Videos are now essential – to showcase products and services in the way consumers want, and to offer personally-delivered ‘real’ How To and advice, and to bring the in store experience to the online store, so customers can more realistically rehearse the buying decision, and the brand can shorten it.

In store, video adds movement, excitement, consistency of brand and advice, and a hugely powerful tool for store colleagues to improve their ability to impart knowledge, and most importantly to sell both store SKUs and wider web stock.

But how to get the great videos you need –  and at a low enough cost to deliver best ROI?

Here are 5 great Tips: Watch here

  1. STORY
    Make sure you really engage your viewer. Hook them, inform them, inspire them, make them lean forward and feel how you can improve their life – even a little bit!
  2. STYLE
    Choose a feel that’s right for your brand, but keep it light, conversational, no nonsense – remember, video should be like a word-of-mouth recommendation from a mate.
  3. SNACK
    It’s got to be digestible, and that (usually) means short! Studies are showing that shorter means more effective, so distill, hone, cut, edit and whisk until the main message is light and tasty – you can always put a list of more detailed benefits at the end.
  4. SEE
    They can’t watch it if they don’t know it’s there! Visitors aren’t always expecting you to have a video, so you have to shout a bit – not a tiny little unclear button tucked away lower down, but a nice big red PLAY button, over your hero image, like YouTube’s.
  5. SHARE
    It’s also no good having video unless you share it – not just on your product page, but on every social outlet you use, plus emailouts, in store, QR codes on packaging – everywhere.

And finally……

It CAN be done at Low Cost!

Product films and How Tos can be made at surprisingly low cost. Your advertising agency often won’t want to do them, because it’s hard to do well at low cost, but it’s absolutely possible if you work smart. And then it becomes affordable for hundreds or even thousands of SKUs to each have their own powerful selling video.  And to make useful How To and Advice videos to enhance brand loyalty.

Jonathan Booth is an expert in video and audio creation for retail, both in store and online. As MD of The Internet Video Company, he’s created thousands of films and audio pieces for major brands like Aldi, Harveys, Bensons, Konica Minolta, Draper Tools, Cuisinart and more.  He knows what engages customers and inspires them to purchase and remain loyal, whether it’s product videos, how to videos, lifestyle films and so on.

Contact Jonathan at 01962 736666 or

VIDEO: Foot traffic declining? Don’t throw in the towel

By Honeywell

Use your location and service to keep customers coming back.

Location! Location! You’ve got that part covered. But staying alive in retail is more complicated than having a great address.

To compete with online-only stores, you’ve got to use your proximity to the customer to provide the personal touch and the immediate satisfaction your customers demand.

How can you do it? Honeywell has a history of working with retailers to transform operations with Connected Retail hardware, software and solutions.

Want to see how we can tackle the challenge together? Watch our video, “Bob the Store Manager and the Benefits of the Honeywell Connected Retail Solution.”

Watch the video now.

Brightcove Retail Video

EU retailers ‘planning futures as media companies’

New research from Brightcove shows that 81 per cent of European retailers are planning for a future as a media company, with 85 per cent already looking for ways to target consumers in their homes with original content.

In ‘The Future of Retail: Streaming into Your Living Room‘ the video streaming specialist compared the responses of 200 retail decision makers and 2,000 consumers across the UK, France and Germany.

The research, which Brightcove has been detailing at the IBC trade show in Amsterdam, explored the extent to which retailers are experimenting with TV-like digital video experiences to engage with their audiences, and gauge subsequent consumer readiness.

Having seen the likes of Iceland and Matalan (plus brands such as Red Bull) take the lead in terms of content generation, nearly all the retailers surveyed said they are already delivering some form of ‘lean-back’ content offering

Top cited campaign benefits include:

  • Increased revenues (66 per cent)
  • Customers buying a wider range of products (50 per cent)
  • Increased website traffic (45 per cent)

However, retailers also highlighted concerns about content creation, including not having the right in-house skills inhouse (29 per cent), lack of content (28 per cent) and uncertainty about the ROI (25 per cent).

Mark Blair, VP of EMEA at Brightcove, said: “In recent years, video has established itself as an absolute must-have component in any digital marketing strategy, but as driving meaningful consumer engagement becomes ever more difficult, brands are looking for new ways to unlock additional revenue streams. And this has turned their attention to the living room.

“For retailers and brands to be truly successful in what is traditionally the broadcasters’ domain, they must first understand that it’s as much about the quality of the content they’re producing as it is how they are delivering it. Our data revealed that 39 per cent of the European consumers that haven’t watched branded ‘lean-back’ content simply haven’t come across it – only 29 per cent have been served TV-like content from brands via advertising and less than a quarter (24 per cent) as a result of direct targeting.

“For brands, it’s about treading the fine line between being salesy and informative, entertaining and relevant, and matching content output with consumer demand. If they are able to get this balance right, a wealth of revenue and engagement opportunities will be ready and waiting for them.”