Where are consumers spending their time shopping these days? Online! Even before COVID-19 emerged and shuttered retail stores around the globe, many retailers had already taken steps to diversify their marketing strategy to include digital channels. Now, of course, a multi-channel retailing marketing strategy is a must have for retail brands, as more and more sales are taking place online. That’s where the consumers are, so that’s where your retail marketing strategy needs to be too.
Retail marketers know that it takes more than copy and photo imagery these days to capture the attention, imagination, and positive purchase decisions they’re looking for from their markets.
Marketing professionals and business owners are challenged to get their products in front of online audiences in places where they will be though. Especially because the online retail and direct to consumer (D2C) space can be a cluttered one.
Fortunately, there’s a wide range of digital channels to choose from, as more and more platforms are adding in-app shopping and e-commerce features. Here are six of the most important ones:
1. Your website
Retailers’ websites are the perfect place to share educational videos. Check out this Wibbitz video that was created by our customer MOXXOR, in order to provide a more compelling explanation of their product features and benefits than copy or even static images would allow.
Amazon is the perfect place to use video to augment product descriptions. Amazon product videos (like this LittleBits video created with Wibbitz) can help make it easier for consumers to see and hear for themselves what makes your product perfect for their needs.
Instagram lends itself nicely to short videos that are captivating, engaging, and feature real people. This unboxing video created in Wibbitz by the ePromos team for their Instagram audience does a great job of conveying the experience of receiving and opening the product – and creates enough FOMO to make us want to get a box just like it!
On Facebook, retailers can take advantage of a heavily trafficked site to share promotions and retail marketing videos. Using video prompts more people to become engaged, and compels them to learn more, like in this sale promo video created by Birchbox (en français):
YouTube, of course, leads the pack when it comes to perfect places to show off video of all kinds. Retailers can use video here to promote sales, educate, inform—and even entertain.
TikTok, a relatively new entry to the social media world, has made significant inroads across multiple demographics. The big guys are paying attention. Walmart is just one example of a heavy hitting retailer leveraging the popularity of TikTok to connect and engage with consumers—especially Gen Z shoppers.
D2C video marketing case study: MOXXOR
That proliferation of platforms, however, can present its own challenges for retail marketers already juggling a myriad of demands that compete for their precious time.
With so many options out there and the market so splintered with people using different channels, it might seem like an insurmountable hurdle for marketers—especially in small companies—to have the time and resources to cover their bases.
Fortunately, that’s not necessarily the case. Wibbitz offers busy retail and D2C marketing pros an opportunity to leverage multi-channel retailing promo options to boost online retail sales.
MOXXOR, for instance, is a company with a one-person marketing firm that has been able to solve the challenge of covering a lot of territory with limited resources by turning to Wibbitz. Before finding Wibbitz they had considered video to be too expensive and inefficient for their marketing strategy. Now, though, Sara Finder, MOXXOR’s Marketing Manager is able to churn out four videos a month. Best of all, they’re seeing 15-35% more engagement on their social posts that feature the videos.
“We always thought about creating video, but we weren’t aware of anybody that could do it as economically, or efficiently in the way that Wibbitz has provided with their platform.”John Turner, CEO of MOXXOR
By leveraging tools like Wibbitz, anyone in the organization can easily scale video ads and product videos across multiple platforms easily and cost-effectively.