Marketing expert: Video productions appealing to affluent customers Affluent consumers expect entertainment when shopping online, it has been claimed.
Video productions and other rich-media content is a good way for high-end brands' websites to attract affluent customers, a marketing expert has claimed.
Speaking to eMarketer.com, Suzanne Hader, vice-president of marketing development at US-based interactive agency Code and Theory, said well-off consumers expect online shopping to be a form of entertainment.
Video productions can be a good way of providing this, she claims.
"Video is appealing to affluent consumers," she told the news provider.
"For example, the concept of the runway show has a great deal of emotional value given the way the fashion industry has turned into more of an entertainment industry."
Ms Hader explained that the next generation of ecommerce will focus on delivering a browsing experience similar to that of a traditional magazine, but using interactive media such as photographs and video.
"It might include nonlinear video and some static photography, combined with a social media component," she said.
French Connection recently launched the first UK-based online store on YouTube, which features interactive videos showcasing the brand's fashion ranges.
Posted by Angela Metcalfe