Hale Groves Customers Embracing Product Videos

Feb 14, 2012 7:58 PM  By

A picture may be worth 1,000 words, but Southern Fulfillment ecommerce manager Daryl Logullo says video paints a bigger portrait for customers of its Hale Groves subsidiary.

Consumers landing on the citrus fruit seller’s home page are met with an interstitial pop-up, with an invitation to visit Hale Groves’ product videos section. Logullo said HaleGroves.com is seeing a 6% click-to-view on them from total site visits off its home page since implementing the lightbox.

The individual product videos are also embedded in the respective product pages and are also on the hale Groves’ Facebook page.

The driver behind product questions was the sole question that always seemed to come up from its buyers via phone, web and email: “What’s the difference in the varieties of Florida oranges and grapefruit?” And the reason the question is so often asked is because the Hale Groves product is primarily purchased as a gift, Logullo said.

Though that number may not seem high, Logullo says there’s some anecdotal evidence that the six initial product videos were worth the time and investment.

“We’re also hearing customers on phone thanking us for the videos, in terms of them being educational in nature, since many don’t know the difference between a red grapefruit, and white, for example,” Logullo said. “So it’s contributing to their buying decisions, and steering them properly.”

Logullo said more video shoots for other seasonal varieties, like honeybell oranges, and temple oranges, are being scheduled. To further tell the Hale Groves story, the merchant is also considering videos on how they package their fruit via our own fulfillment center, how they ship, and the “specialness and care” involved with shipping perishables.

Though the Hale Groves customer is an older female audience (+60), Logullo says she is embracing ecommerce. Its online analytics show her using mobile, tablets and social at a 123% year-over-year site traffic increase.