Brands & Retail

Online video at the service of great brands:
The key to awareness and push purchasing

Today's videos have something extra: they've changed shape, have become dynamic and interactive, and more than often are being chosen as a privileged tool for marketing strategies and product promotion. The largest players of e-commerce and retail have already figured it out: whether it's brand reputation, user engagement, or increasing conversion tax and purchasing, videos are the newest key tools. Always more diffused and consistent (according to Cisco, video viewing will make up 80% of global Internet traffic before 2019), videos have an elevated rating of efficiency and are the new marketing tool of success.

Retail Video

Made in Italy excellence finds the ideal cloud service in MainStreaming to communicate its products and push the user to purchase. Videos in fact show an optimal tool for brands, stores, and the retail sector: it communicates the characteristics and function of products in detail and heightened intensity compared to texts and images. Big and small stores make the most use of it, especially in fashion (Gucci, Yoox and Nike, for example) and entertainment (it's easier to buy a film while you are watching the trailer or buying an album with a click-to-buy on the videoclip).

Shoppable videos for retail

Retail videos are used in two ways:


An article from Wired clearly explains the revolution of retail video:

"Shoppable video change frequently-they are fit to home cinema, to blogs, to advertisements, to social networks, to video chat channels, to the service of on demand streaming-and they optimize the return on marketing investment (ROI): for this reason its reasonable to expect them to succeed. "

Some real advantages of retail video

Strengths of shoppable videos in customer acquisition strategies:

  • videos guide clients in the process of awareness and purchase through demonstration and effective simulation (according to research, 85% of consumers declared they were more inclined to purchase after seeing a video);
  • they strengthen trust, commitment and product purchasing (inciting engagement and trust, as shown by Internet Retailer)”;
  • Videos are the best demonstrative tool, especially for products that are difficult to understand;
  • They are convincing in all sectors, from fashion to entertainment, up through leisure and luxury;
  • The tendency to share online is stronger, on social media or by email.

E-commerce Videos

E-commerce activity has discovered a tool of elevated effectiveness and a power of conversion in video users. Shoppable video has become fundamental in the retail sector, and has been so far an essential step for a successful activity of e-commerce. We aren’t just talking about videos of purchase, but more of a general strategy of video content to increase awareness and present its own products. According to a survey, for every user willing to read a text on a product, there are four who would prefer to see it presented in a video.

E-commerce videos have two fundamental objectives:

But not only: an e-commerce video strategy that’s proper and different brings additional benefits.

Digital Signage

Proper video strategy and dynamic content for digital signage requires a streamlined platform that’s flexible and fast, always updated and dynamic, with an ease of use and intuitiveness of video content and information management. As shown, video content is an essential tool for digital signage success and pays back well.

Web TV

For a successful brand, it's essential to tell a story and make you live an experience. Storytelling encourages engagement and awareness in the user. That's why top brands are increasingly focusing on their own Web TV channel: to create content with which they can share. Obviously as long as video content is of quality and value. Here are the reasons for which more brands are betting on video content and their own Web TV channel:

Storytelling creates a brand’s luck. All of this, without considering the possibilities of earnings with video advertising and therefore directly monetizing it’s video contents of value. To say it with Mashable: "If you want to make money, make videos first".