Importance of video for style related online retailers

In a recent survey nearly half of respondents say manufacturer Web sites have some or significant influence on their jewelry or watch purchase, and 43.4 percent say the same about jeweler or retailer Web sites.

Consumers also cited online video as an influence in their recent purchases, the majority of which are younger male watch buyers.

Online video is fast becoming an increasingly popular advertising vehicle, especially for marketers of style products. Many videos found online for watches resemble mini-movies more than commercials. The study finds that for one in five male jewelry/watch buyers 18 to 24, online video does more than entertain; it impacts what they buy or where they buy it.

Other key findings from the survey:

  • 50.9 percent of U.S. adults 25-34 say they bought jewelry or a watch recently.
  • Nearly 84 percent of consumers prefer to buy jewelry/watches in a store as opposed to online.
  • The store experience is important: 63.5 percent rate store reputation and 65.9 percent rate the sales staff as important factors in their purchases.
  • 47.9 percent of recent jewelry/watch purchasers were influenced by information or advertising from newspapers. Magazines, television, and direct mail were also among the most influential traditional media.
  • More than 20 percent of respondents consider cause and/or charity support by a manufacturer or store to be somewhat or very important. That number goes up to 25 percent for African-American consumers.

The results highlight the need for local jewelry and watch retailers to have a strong Web site that showcases their products visually, provides product availability information and reviews or comments from previous customers. Pre-roll video advertising on other Web sites may also be an effective option for jewelry/watch marketers.

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