THE BODY SHOP The Body Shop’s existing affiliate programme enables affiliates to publish banners and widgets featuring items from a dynamic product feed maintained by FusePump and made available to publishers through affiliate networks such as Tradedoubler and Rakuten LinkShare.
A partnership was established with Coull to expand this affiliate programme to The Body Shop’s extensive library of tips, tricks, and how-to videos. Using Coull’s platform, clickable ‘buy it now’ buttons were added to these videos to give viewers a convenient way of purchasing the product used. Publishers can embed The Body Shop’s videos on a website/blog or add links from their product feed to their own video content.
The affiliate programme works on a cost-per-acquisition (CPA) basis, so publishers earn a commission of 8% of every sale through their published videos.
By broadening its affiliate programme to take advantage of its extensive video library, The Body Shop added a new sales channel and gave its publishers a new way of generating revenue.
ZAPPOS Zappos.com is a great example of how an advertiser can utilise video as part of their e-commerce strategy. The world’s largest online shoe-retailer has so far distributed over 100,000 videos via its website and YouTube.
Product videos, how tos and style videos have directly led to an increase in conversions through their website and a reduction in item returns. Zappos’ quirky presentation, regular use of staff to present products and creation of internal behind-the-scenes clips have also served to communicate its brand ethos and develop a strong following across social media channels.
Correctly optimised videos have the added benefit of increasing an advertiser’s prominence in search engines’ blended results pages. Zappos took note of this and a 2011 report by SundaySky11 attributed a monthly increase in traffic to Zappos.com of 77,316 visits per month. 11
SundaySky, State of video in e-commerce, 2011 Page 146 of 148
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