The nature of online shopping is being redefined as consumers increasingly seek out richer, more engaging user experiences. And it's far from a bad thing; offering these types of experiences means retailers have a compelling way to grow and strengthen their customer relationships online. What's more, the growth of connected devices has truly opened the floodgates for ways in which to engage far more effectively with audiences, transforming online shoppers into loyal buyers.
One retailer that has seen its audience increasingly consuming video content online is UK supermarket Waitrose, with which Brightcove is delighted to be working to deliver its Waitrose TV online video channel. Powered by Brightcove Video Cloud and available across multiple devices, this first purely food-related online video channel from a retailer features how-to guides, interviews and exclusive recipes from celebrity chefs including the likes of Heston Blumenthal, Lisa Faulkner, Dhruv Baker, Sam Stern, The Fabulous Baker Brothers and Silvana Franco.
Beyond ensuring Waitrose can deliver high-quality video experiences with smooth playback, Video Cloud has enabled the retailer to include innovative, in-video calls-to-action – 'buy ingredients' functionality, for example. Viewers are also able to find and watch additional related videos, and share their favorite clips via Facebook and Twitter. This interactive approach means Waitrose can ramp up website dwell-time and repeat visits, ultimately converting that engagement into positive, measurable sales results – not to mention, build on the high-quality look and feel that has come to define the brand.
- Catch a replay of Waitrose TV's first live cookery show which was aired in the run-up to Christmas 2012
- Check-out our whitepaper ‘V-commerce: the rise of online video’