Reckitt Benckiser Drives Sales with Consumer-Generated Video
A consumer-generated product video drives an average of 30 percent additional revenue, according to data released by EXPO, the platform used by brands to capture and distribute product video across brand, social and retail web sites for all screens and devices. Reckitt Benckiser Group LLC (RB) partnered with EXPO for an analysis of product sales before and after the placement of EXPO content for eight of its brands on a major retailer’s e-commerce operation. The results demonstrated the retail impact of consumer generated video reviews on product pages.
The test program measured the effectiveness of EXPO consumer product video for RB brands Clearasil, Delsym, Finish, Lysol, Airwick, Resolve, Veet and Woolite. When considering all brands and products in the program as a single group, RB saw an overall 38 percent lift in sales compared to a baseline group of products without video content on the retail product page. Program results are based on comparison of sales in June 2012 against June 2013, capturing data prior to and following implementation of the EXPO video program. Results exclude products not available during both time periods, such as discontinued or newly launched products.
“The incredible results of the test program prove the effectiveness of genuine consumer videos for increasing conversion,” states Sam Gagliardi, e-tailing marketing director at Reckitt Benckiser. “We look forward to expanding this program across more product lines and points of purchase, confident that we will continue to see impressive retail lift.”
To fully capitalize on the benefits of EXPO content, EXPO and RB plan on increasing the number of product pages with video reviews by more than 300 percent in the next quarter to more retailer web sites.
Related Articles:
Reckitt Benckiser Appoints New President
Reckitt Benckiser Expands Consumer Network Deal
Reckitt Benckiser Boosts In-Store Data Collection
The test program measured the effectiveness of EXPO consumer product video for RB brands Clearasil, Delsym, Finish, Lysol, Airwick, Resolve, Veet and Woolite. When considering all brands and products in the program as a single group, RB saw an overall 38 percent lift in sales compared to a baseline group of products without video content on the retail product page. Program results are based on comparison of sales in June 2012 against June 2013, capturing data prior to and following implementation of the EXPO video program. Results exclude products not available during both time periods, such as discontinued or newly launched products.
“The incredible results of the test program prove the effectiveness of genuine consumer videos for increasing conversion,” states Sam Gagliardi, e-tailing marketing director at Reckitt Benckiser. “We look forward to expanding this program across more product lines and points of purchase, confident that we will continue to see impressive retail lift.”
To fully capitalize on the benefits of EXPO content, EXPO and RB plan on increasing the number of product pages with video reviews by more than 300 percent in the next quarter to more retailer web sites.
Related Articles:
Reckitt Benckiser Appoints New President
Reckitt Benckiser Expands Consumer Network Deal
Reckitt Benckiser Boosts In-Store Data Collection