Why Catalogers Lag Behind

When it comes to implementing video, e-commerce in general is lagging behind the rest of the Internet on the video front, according to Dr. Melody King, vice president of sales and marketing for video production company Treepodia.

But are catalogers lagging behind Web pure-plays? It is true that catalogers statistically don’t use as much video as pure-plays, says Amy Africa, chief imagination officer at Web consultancy Eight by Eight. But there are reasons for that.

For one thing, pure-plays don’t have an offline channel to drive traffic, so they have to depend more on SEO and SEM. “They’ve long known that YouTube is the second largest search engine, so they’ve used and worked it for much longer,” Africa says.

“Also, pure-plays have a higher propensity to use social media, and a lot of the channels that work from a search marketing perspective are perfect for video.”

Africa says it also has to do with creative departments: Offline creative departments produce photos and graphics that have a long shelf life, so they tend to strive for perfection. “Online creative departments know that you can change anything at the drop of a hat, so they tend to be a little more flexible about what they put out,” Africa says. — TP

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.