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The performance dynamics of rich media online product content contrasts sharply (and favorably) with both traditional point-of-purchase materials and advertising vehicles. In brick-and-mortar stores, point-of-purchase opportunities are frequently limited in both the quality and quantity of information that can be delivered (e.g. shelf talkers). Their primary value comes from their location at the point of sale. Online product content however, can feature video of the product in operation, animation, audio voice-over explaining key selling features and benefits, high-resolution images that can be rotated and provide zoom-in/out capability and more. All delivered in an interactive format that brings the best of the in-store experience online, with detailed product information even the best in-store sales personnel may not possess. And like in-store point-of-purchase tools, consumers see this content while they shop.
As a shopper engagement platform, rich media online content offers a dynamic consumer experience directly at the point of sale and delivers an unprecedented length of engagement. The viewing statistics of online product content are easily measured, with the average viewing time exceeding two minutes per product. This compares favorably with other advertising vehicles, from print and out-of-home, to radio and television.
There is no substitute for a great in-store shopping experience, but savvy retailers and manufacturers are recognizing the enormous value of enhanced online product content and the role it plays in driving sales, regardless of where shoppers prefer to shop.
Rick Martin is CEO of SellPoint, www.sellpoint.net, a provider of online video product tours.
