Home  › Media › Video
brookstone-ipad-app

Selling Shoppers With In-Store Tablet Video

  |  May 9, 2013   |  Comments

Integrating video into physical stores via tablets is still a largely unexplored road, and there are definitely some areas to consider.

As shoppers increasingly gravitate toward tablets and smartphones as personal shopping assistants, innovative retailers are moving in lockstep by arming store associates with mobile devices to help deliver a better overall shopping experience. Integrating video into physical stores via tablets is still a largely unexplored road, and there are definitely some areas to consider, according to Seth Brady, director of user experience and conversion at Brookstone.

"Like any multi-channel retailer, our challenge is to deliver an engaging and consistent experience across all channels. At Brookstone, we're also exploring ways to leverage mobile devices and video to improve the overall customer experience across those channels, whether these devices are in the hands of our customers or our associates. "

brookstone-ipad-app

Brookstone first considered bringing video in-store with the launch of a custom iPad app during the 2012 holiday season. "We tested an iPad app on a limited scale at first to help us gather information on how tablet video could work in-store," Brady explains.

Brookstone has used tablets in-store for several years. "Our associates fly the Parrot AR.Drone Quadricopter and demonstrate Brookstone's Big Blue Audio line via iPads/iPods and Bluetooth technology. The tablet has proven to be a powerful, demonstrative asset," added Brady.

Businesses interested in using tablets in-store should consider the environment. Reliable wireless Internet connectivity is key to the experience.

Brookstone's experience showed that access to video on-the-fly in order to share in selling situations is a key engagement ingredient. "Initially we spent a lot of time developing a search auto-complete feature to make it easier for associates to search for products. However, what we found while testing was that associates were far more inclined to navigate via tapping from category to category, not via search, to get to a product page," Brady says.

This initial testing yielded some great insights about user behavior with both tablets and video content, and opportunities to expand use of video to create a more engaging in-store experience. "Brookstone is committed to delivering a one-of-a-kind brand experience for our customer," Brady says. "Even though we invite customers to pick up and physically engage with our products in-store, there may be features that are not readily apparent that can really shine with video. Video enhances the overall experience of the product, which in turn drives better engagement with our brand."

Another tablet-centric opportunity the retailer is pursuing leverages video as an associate training tool. "Video is a powerhouse on the sales floor when it's used in training situations," says Brady. You can package up a 15-page PDF on a major product, send it out to the field, and hope this gives the associates what they need to become product experts. But we know that people learn in different ways and have found that video as a training medium can be much more impactful than the written word. You can digest more information faster in a visual medium. So when the associate does engage with the customer about the product, they can provide a very helpful, knowledgeable experience and ultimately close more sales on the floor."

"In all, we are pushing video and mobile together in some exciting directions," he says. "We're harnessing the power of video and making it easier for our in-store team members to use video as a tool to share knowledge with customers." Asked what the future holds at Brookstone with regard to integrating video and mobile, Brady only says, "It's an emerging space, and one that we're excited to be a part of."

Tags:

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Justin Foster

Justin Foster is an entrepreneur specialized in e-commerce and online marketing. In addition to co-founding video commerce startup Liveclicker, Justin also founded the Video Commerce Consortium, the industry's largest trade group devoted to advancing the use of video in e-commerce. Prior to Liveclicker, Justin led the services practice for WhatCounts, an email marketing technology provider, where he was responsible for client strategy and development. He also founded the Email Marketing Roundtable, an industry group that represents over 1,500 email marketers worldwide. Justin holds a Bachelor of Business Administration from Pacific Lutheran University with emphasis in Information Science and Entrepreneurship and a minor in Chinese from Beijing Foreign Studies University.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...