Storm: best practice, must-haves, no compromise

Increase sales by 70%, reduce returns by 60%. Video is no longer a nice-to-have, it’s a must-have. Introducing Marc van der Putten, Business Development Manager at STORM. We sat down with Marc to chat all things content, video, improving customer experiences and increasing sales. Watch the full video now!

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“You go to the machine, open up your presets and you know that your content is always going to look the same. When your customers see it, there’s a really consistent background and grid. The videos are consistent and smooth. The clear-cuts are good. Outside of Asset Factory that is hard to achieve."
- Marc van der Putten, Business Development Manager at STORM

Part two of four:

Transcript: 

Content is king. Always has been. It’s an old saying but it’s never been more true.

Content make sales. You can’t sell much without it. What we do see is when we have strong content it drives traffic into the store, the stores benefit from that, and relationships are made. We use Asset Factory. The reason we shoot there is because it achieves 85% of our needs, across all platforms. That solves a lot of problems for us. You go to the machine, open up your presets and you know that your content is always going to look 100% the same. When your customers see it, there’s a really consistent background and grid. The videos are consistent and smooth. The clear cuts are clear. These are all fundamental things in the sales process. Outside of Asset Factory, that’s hard to achieve. 

As soon as you go from a still to a video, light changes. That presents a problem when you’re looking at an ecommerce store. You’ve got one background looking one way, and the other looking different. Physiologically, to that customer, there’s a break. 

We have clear cuts, video and stills. All those are best practices. 

Video is a must have. It’s not a nice to have. I honestly believe there’s a road clock with video. I don’t understand it. You get a better feel of the fabric when a model moves. You see how it fits and it brings the garment to life. Thats something I would challenge all fashion and retail brands on, why aren’t you doing video. You’re really taking something away from the customer that you should be providing to support their buying journey. Just speaks a lot better to the customer. Clear cuts are similar. It takes the model away and you see the garment a lot better, the fabric makeup. These are all best practice, must-haves, no compromise. 

Video will increase sales by 70% and it will decrease returns by 60%. We’re in 2020, there shouldn’t be any issues with uploading video. Your site should be set up to optimise that video. If anybody thinks that video will slow their site down too much, I would challenge them to go to their developer or provider. It’s not 1996 when I started! Theres no justification. It can result in more sales and less returns, it’s worth it.