The Future of the Web Looks Like the Home Shopping Network?
I keep seeing a certain New York Times story around the web, and I’m finally conceding that I should post something about it, because it’s a trend that may have a profound effect on eCommerce. The Times reports that, despite huge technical advances and millions of dollars poured into enriching the customer experience, customers don’t seem to be any happier. The answer to this plea for a richer shopping experience? Turning internet shopping into the QVC or Home Shopping Network with slickly produced embedded videos. While I don’t deny that video content on webpages has happily become accepted and sometimes expected, this trend has the potential to be a very bad one. Let me explain why I think so:
First of all, it obviously also has the potential to be very, very good. As the article notes, video can do a number of customer service tasks that other online mediums cannot, and those online companies that can identify what those needs are can undoubtedly create videos that are helpful and well-placed. But I fear the mindless following of trends by sites that are run by folks chasing the next big thing. Normally efficient sites with a unwelcomed, poorly-placed video ad hindering my convenience when shopping at an online store loses me as a customer forever. If the internet turns into the QVC, you can bet I won’t be the only one who starts shopping online a whole lot less.
What are some of your ideas for making something like this successful for your site or others like it? Or are you slightly put off of this trend, like I am?
Posted by Chris | July 9, 2007
Barry July 9th, 2007
Take a look at this site: http://tv.shopnbc.com/
The TV ShopNets are evolving…this is one that I predict will target high end and will offer loads of new micro-channels from its site.
I think it will attract and keep shoppers online.
The eCommerce part of the Internet is likely to change to this…but…most/many do not have the experience or the resources to put high quality video together + link it to the order process.
Scott July 10th, 2007
I see perhaps video demonstrations of a product, such as is on QVC, to further show-off the product in more than just pictures and text. Perhaps even the ability to interact with a digital version of the product, that being more than just spinning it around, but maybe even pressing buttons and getting to “play” with the product digitally. However, I don’t see someone going to a website to simply watch people displaying, and presenting random products.
Shannon July 10th, 2007
Barry,
See, when I clicked on the link using a reliable, fast connection the video was choppy until it stopped loading after about twenty seconds. Subsequent reloadings yielded worse results. I was frustrated, and I hadn’t even come there to buy. How many customers would that lose?
I don’t disagree that this trend can “attract and keep people online.” I just question if the majority of eCommerce retailers have the means to use it effectively, and I hate the thought of smaller retailers spending a whole lot of dough for a sub-par product that can only frustrate and turn off customers. I mean, that was NBC, and after only a minute I was done for good, mourning wasted time.
Shannon July 10th, 2007
Scott,
I really like the idea of an interactive digital version. I feel like that’s an effective use… QVC style strikes me as a waste of shopper’s time, unless it’s to demonstrate a unique product feature that cannot be conveyed any other way. In action, or how something fits on different builds, etc. Targeted videos, I can get behind.
Barry July 11th, 2007
Shannon,
The NBC site remains in Beta. Check back
Shannon July 12th, 2007
Thanks, Barry. I will!
Business Career Center September 7th, 2007
Business Career Center
I couldn’t understand some parts of this article, but it sounds interesting
Anne November 10th, 2007
I’m looking for a company that imbeds links to shopping sites within moving video. In other words, you see a person in a scene wearing sunglasses, you click on the sunglasses the video pauses and links you to the shopping site to buy the sunglasses. I have seen this companies website but cannot find it again or remember the name of the company. I think they were located on the upper West Coast or Canada.
Any help finding this company again would be appreciated.