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For eBusiness & Channel Strategy Professionals

Case Study: How Marks And Spencer Uses Online Video To Boost eCommerce

June 8, 2011


  • By Sabine Poltermann,
  • Martin Gill
  • with Patti Freeman Evans,
  • Nick Thomas,
  • Myriam Da Costa

Why Read This Report

Online video is a success story. Next to the usage of social networking sites, watching online videos is one of the most used social media tools. Many companies have wondered how they can tap into the online video audience. While most brands focus on using online video to create brand awareness, UK retailer Marks and Spencer has also successfully improved its online sales. eBusiness and channel strategy professionals can learn from Marks and Spencer about which product videos have the most potential to drive online sales and whether video content on Facebook and YouTube can bring buyers to their website.

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Table of Contents

  • Situation: Marks And Spencer Uses Online Video To Boost Online Sales
  • Best Practice: M&S Enables Click-To-Purchase From Product Videos
  • Next Steps: M&S Plans To Make Online Video A Multichannel Experience
  • Best Practice Results: Uplift In Basket Size And Reduced Returns

  • Fine-Tune Your Product Video Approach
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