I often write about how retailers should use more video on their sites to bring products (or the entire shopping experience) to life. There are only so many pictures and words a Web page can convey. I'd like to send a cordial congrats to Williams-Sonoma for getting it right.
Williams-Sonoma.com is using video to sell various croissants, sticky buns and scones (who knew Williams-Sonoma sold baked goods?) And now I want to eat them all.
At the bottom of the croissant product page, various videos discuss how a bakery in France makes the items (the chef explains how it's done). The video also describes how they smell when they baking in the oven and offers tips on how to best serve them to guests.
Companies such as QVC and HSN have known for years that video can be incredibly powerful in driving sales, and now (thank goodness) other retailers are starting to embrace video technology through their sites in innovative and engaging ways.
Watch the video here.