E-retailer Video - real (big) results

Home Shopping Network creates a great deal of video content, being a TV property. Today they are capitalizing on that via their website, hsn.com, where some 14,000 video segments are now available. Emery Skolfield, HSN.com’s director of digital content spoke recently at an Internet Retailer conference. (Read the article.) Here's what he said about the impact of video on the TV shopper:

... a consumer who watches TV and then visits HSN.com to complete the transaction spends $1294 a year; a consumer who watches TV and then calls to complete a transaction is worth $855, and someone who only visits HSN.com spends on average $625. “If we can give them something that supplements their shopping experience, that’s what we want to do,” he says. “They can watch it on TV and then jump to the dot-com and explore something new and interesting immediately.”

Beyond advising all e-retailers to get started with video he had this advice:

“Get some video on your site, play with what works and drop what doesn’t. Let that mold your video strategy.”

Not all e-retailers have their own TV channel of course, but all today have an equal opportunity to introduce video to their visitor's web experience.