05/12/11
By Karen Moss
Dune is planning to rollout videos across its entire footwear range online to help boost conversion rates. The shoe retailer saw a big increase in conversion rates on products with video compared to those without.
Dune began trialling product videos on selected lines when it launched a new website in May this year. Working with Adobe Scene7 rich media technology, Dune will now create online product videos for all footwear, and gradually introduce them to demonstrate accessories including hats, bags and gloves.
“We started trialling video after spending time in-store watching how our customers shop. When you consider buying a pair of shoes you walk up and down to see how they fit, how they look and move, where they crease – all of these things are important to understand what you’re actually buying,” said Rob Bostock, head of e-commerce at Dune. “Replicating this in-store ‘catwalk’ online is helping us to engage with our customers and give them confidence in what they’re buying. The business case to rollout site-wide is clear - video has a significant impact on conversion.”
Dune also uses Adobe Scene7 rich media imaging technology to allow 360 degree spin, close-up zoom function and alternate views of products.
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