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September 01, 2010

Countdown to the Holidays: 7 Tips to Spread Your Rich Media Cheer

This holiday season, be generous and spread your rich media everywhere...

As your customers shop in more channels across more devices, you need to be where they are—especially over the upcoming holiday shopping season. As you devise your game-plan for the holidays, here are some rich media tips to rev up your holiday planning.

1. Optimize your mobile site. The game-changer this holiday season is mobile. Shoppers will be using their cell phones to research, comparison-shop and browse as they navigate between the online and offline experiences. Thus, you need to engage your customers in mobile, so be sure your imagery is optimized for the small screen.

Rich, full-screen image zoom and videos are the most effective ways to browse or display products in mobile, according to a majority of the respondents in our mobile survey published in July.

2. Socialize your rich media. Social media is the other channel set to make waves this holiday season. Last year, comScore found 27% of US shoppers said social media has influenced their purchases, and this year that number should rise. Add depth and richness to your social media initiatives. We’ve seen merchants like Soft Surroundings post their online catalogue on Facebook to great effect; make your dynamic viewer sets embeddable in blogs to make your product pages go viral. Check out how Niche Modern did it.

3. Cover all the rich media bases on your PC commerce site. From full-screen imagery to zoom capabilities, dynamic rich media can deliver an all-around great online shopping experience. Offer great visualization tools from start to finish, beginning from the home page, to search-and-filtering and through checkout to support. Don’t forget to post your online catalog to help those in search of ideas. These shoppers love the product bundles or entire wardrobe ensembles to spark gift ideas. Beyond that, your site’s dynamic viewing capabilities should enhance and deepen the shoppers’ understanding of the product.

On category pages, layer on more interactive visual information, such as click-views, rollover alternative views and colorization. The key is to give shoppers as much product information as possible to give them the confidence to purchase. If they can examine the details of the bracelet, they will appreciate and understand the product craftsmanship and intricacies that much more. The more visual and textual information you can provide, the more you can also help set expectations, resulting in greater satisfaction and lower return rates. Check out our customer experience survey to learn which rich media and merchandising tactics has delivered for online retailers.

4. Enrich your online ad campaigns. Today, the challenge for marketers is to break through the noise and clutter with engaging and relevant offers and experiences so they can convert their audience into buyers. One way to do this is to increase the relevance of your online ads and promotions with a customized, dynamic experience. From animated banners to video ads, connect with your audience using rich media, and don’t forget to tie your offers to CRM to deliver the relevant content to the right audience at the right time. Personalizing ads with relevant information related to geography or weather can also score big points

5. Use videos to convert. Shoppers love online videos, and their popularity continues to grow. That’s good news for retailers because video’s persuasive powers are indisputable—conversion improvements can be as high as 140% after shoppers view a product video, according to data from our customers. Moreover, video can help to close the gap between the touch-and-feel store experience and the web. So, let online videos tell your product stories: Use them for product reviews, demonstrations and merchandising. Get our eVideo paper to learn more best practices.

6. Invite user generated content. The voice of real customers lends credibility and authenticity to your brand like nothing else. With 64% of social media users somewhat or completely trusting blog posts by people they know, compared to 36% for posts by a brand, the path to building trust in your brand should involve actual customers. So, invite your customers to share their experiences with videos or pictures.

7. Let shoppers have fun creating a one-of-a-kind gift. One of the hottest trends in retail continues to be the growing trend of co-creation or mass customization—letting customers design and customize their consumables using online product configurators. These intuitive visualization tools guide users through each design decision, allowing shoppers to see what they’re getting before the product is made. They create a memorable experience for the buyer and one-of-a-kind gifts for the receiver. To learn more about product configurators, download our paper.

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[1] Invoke Solutions study, as cited by eMarketer, July 29, 2010

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  • ShopTalk is a blog featuring "Quick Tips", trends and more written by experts from the Adobe Scene7 team who live and breathe web, rich media and customer experience. This interactive forum offers insights and best practices on the latest trends we are seeing in the marketplace to help improve your customer experience, ultimately driving conversions and revenues.
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