How It All Started:
In August 2017, Amazon introduced the feature allowing major brands to upload product videos alongside images on product detail pages. Initially, most brands repurposed their existing TV commercials as these product videos, saving time and cost. However, data revealed no significant impact on customer experience or sales conversion, indicating that these videos were not effectively engaging customers.
The Intervention:
Our team at 3rd I Visuals, with a strong background in business and marketing consulting for e-commerce, collaborated with Amazon's Marketing and Content teams to identify the gap. We realized that the content and style suitable for TV commercials did not translate well to the e-commerce platform, where the consumer's mindset and needs are different.
We proposed creating videos that serve as a digital salesperson, addressing common questions and concerns shoppers have during their purchasing journey. This approach was designed to build trust and provide valuable information, making the shopping experience more informative and engaging.
Introduction of the 4S Model:
Through experimentation and analysis, we developed the '4S' model for product videos:
- Simplistic: The videos maintain a straightforward, easy-to-understand format that resonates across diverse consumer segments. This simplicity enhances the credibility of the content, fostering consumer trust.
- Self Explanatory: The content of the videos are designed to be self-explanatory, ensuring that viewers can understand the product features and benefits without needing additional information. This clarity helps in reducing consumer hesitation and boosts confidence in making a purchase.
- Structured: We established a consistent format and approach across various product categories. This standardization simplifies the comparison process for consumers, making it easier to evaluate different products.
- Scalable: Our video production system is designed to be both cost-effective and capable of high-volume output without compromising quality.
The Impact:
The implementation of our 3S model resulted in a remarkable 3.6x increase in sales conversion for Amazon India, setting a new benchmark for video effectiveness in e-commerce. This success led Amazon to expand video uploads to a broader range of product categories and sellers. The initiative caught the attention of Amazon's head office in Seattle, which piloted the approach in the USA market.
In addition to product videos, we collaborated with Amazon to create videos for other initiatives like Amazon Grocery, Amazon Pay, and Amazon Family. Brands utilizing our videos have seen significant success, prompting them to adopt video content across their entire product lines.