Zappos is one of our favorite companies here at L4Ps. We also feature them in the retailing chapter in our text book. The online retailer is always innovating. Now they are using their own employees in online videos — they have produced 58,000 short videos of employees (not professional models) showing off its shoes and other apparel. The use of employees can build trust — and seeing someone actually using a product can increase its appeal. Zappos also conducted an experiment – showing the same products with and without a video. They found sales averaged 10% higher when a video accompanied the item. Check out “A New Sales Model: Employees” (Wall Street Journal, March 17, 2011 – non-subscribers may have to click here).
What do you think of this approach? Would it make you more likely to purchase? Which product categories would work best?