Video merchandising is a hot topic in ecommerce site development, and web designers and developers are being asked to integrate video into their ecommerce projects.
In this showcase article, I tracked down a dozen examples of video merchandising to help inspire you as you make online video an integral part of online retailing.
Penguin Magic
This site sells magic tricks and online magic training. Nearly every product on the site includes an example video wherein a street magician demonstrates that product being sold.
Lensbaby
This maker and retailer of custom focus lenses uses demonstration videos to show shoppers how to use its products. The videos open in a modal window with the rest of the page blacked out.
Kahuna Creations
Kahuna Creations uses both example and endorsement videos on its Magento-powered website. The videos generally use the Vimeo player and are either fully integrated into the site or played in a modal window.
Williams-Sonoma
Williams-Sonoma uses demonstration videos on many of its product detail pages. These videos are generally positioned on the lower left of the page and play in context. In general, the site makes widespread use of video.
Barnes & Noble
Barnes & Noble uses a separate "Studio" section to collect its video, which include original shows, live events, interviews, and the new class, video book trailers.
CompUSA
The marketers at CompUSA are using relatively low-quality video from Com.puter.TV on many of its product detail pages. The videos are played using the DailyMotion's player.
Heine
German retailer Heine includes a fashion show section for shoppers to view catwalk-like videos from leading designers. The videos appear on video specific pages.
eBags
eBags has a dedicated video channel and a custom video player to keep its customers up to date on the most recent fashion trends. Many of the videos include a list of related products and even have a "buy now" button associated with the video.
Asos
Asos has integrated video into some of its product category pages. Hover over a still image of a model wearing a Leopard Print tee and that product image becomes a video with the model smiling and turning.
Orvis
Orvis has a video section that includes how-to and product-introduction videos. The videos often play in a separate window.
Ross-Simons
Ross-Simons uses custom product video for many of its products. Products with video are identified with an icon. The videos play in a nicely implemented modal window. The videos use live actors and are an excellent contrast to lower quality "product videos" that simply chain together still images.
REI
REI includes a video tab on most product detail pages. Selecting the tab shows all of the video related to a product. Product videos play in a modal window.
