CNBC reports that video is gaining more and more adoption in the retail channel.  We’re definitely seeing that here at SilverDock.

One of the more interesting revelations of 2008 is the diversity of online video formats.  We see demand ranging from silent 15-second product clips (the “low cost, high volume” approach) all the way up to fully produced “web commercials”.

The tanking economy forces retailers to examine their ROI across the board.  In 2009, look for increasing measurement and accountability in online video — which will also mean less “one size fits all”, and more unique approaches to connecting with consumers.

Here are some highlights from the article, Web Sales Tactics: Virtual Salespeople and Zombie Videos:

From rings on QVC to toys on Amazon, retailers are increasingly using video to sell their products on the Web.

BabyEarth Missing that human contact at Internet shops? Employees at BabyEarth’s flagship store in Texas wear head cams to give online shoppers a more personalized experience.

They’re just giving the people what they want: In September, 32.6 million unique users watched video on a retail Web site, up 20 percent from a year earlier, according to comScore.

Videos offer shoppers a chance to virtually poke and prod the product before they decide to buy it. And, in the case of apparel, to see how a garment looks on.

“It’s the classic, ‘Does that make my butt look big?’” says David Fry, who’s e-commerce company Fry has built video platforms for clients such as Tassimo, the coffee-maker division of Kraft, and teen retail chain Wet Seal.

Really, it’s great for any kind of a product that you want to touch, Fry says. With handbags, for example, video allows you to see what the pockets look like, what the lining looks like, is there a zipper or snap, etc.

And, retailers are taking the cue: 43 percent of retailers surveyed by Shop.org said they planned to add or improve the use of video on their site.

Filed under: ecommerce, effective online video, online retail, retail, strategy, video