Bob Tedeschi of the New York Times reports on how e-commerce retailers are using video to increase customer satisfaction. Some highlights:

Gordon Magee, head of Internet marketing for Drs. Foster & Smith, based in a Rhinelander, Wis., said a transition to video “will be seamless for us.” The company, Mr. Magee said, has in recent weeks discussed putting some of its product on video “so customers could see a 360-degree view they don’t have to manipulate themselves.”

Because Drs. Foster & Smith lacks a history in video production, Mr. Magee said the company would rely on vendors “who’ll do the video for you and just send you a piece of code to get it on your site. It’ll be an easy switch for most people. And I do think it’ll become a major thing in e-commerce.”

And Tedeschi also interviews QVC about their use of product video merchandising:

Bob Myers, senior vice president of QVC.com, said the Web site’s video salesmanship is especially effective when combined with detailed product information, customer reviews and multiple photographs.

Mr. Myers said video is a critically important element to sales. “E-commerce started with television commerce,” he said. “The sites who engage and entertain customers will be winning here in the near future.”

Filed under: ecommerce, effective online video, marketing, product video, video, video campaign