Companies like Bed Bath & Beyond, Sephora, Lands' End, and Dell are using video to show their products in action. But do product videos actually increase the likeliness of purchase?
Video has a big new role on today's commerce stage. "Video helps consumers see products in action before they purchase," says Diane Bunton, Dell's global ecommerce marketing director. "Most customers think about technology purchases for a while, so they'll come to the site more than once before they make a purchase decision. And we look at adding video that will support that whole decision making experience."