Post on 28-Jan-2015
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vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
The Allure of Online Visual Merchandising
September 13, 2012
Darlene RondeauVP, Best Practices Online Merchandising
VFM Leonardo, Inc.@darlenerondeau
Today’s reality
Humans are visual and social
We love a good story
People and their devices
Get in the game
@vfmleonardo
Hilton’s question is shifting from ‘Where do guests book?’ to ‘Where are they making their decision?’
Paul Brown, President Global Brands & Commercial ServicesHilton Worldwide
“Source: Hospitality Times, Hilton takes steps to level OTA playing field @vfmleonardo
Embrace the leisure experience and put it in a context that’s congruent with managed travel.
Nick Vournakis, Senior VP and GMCarlson Wagonlit Travel Canada“
Source: Hotel News Now, Next gen blurs lines of corporate, leisure
Source: eMarketer Webinar, Cashing In on Mobile Shopping @vfmleonardo
@vfmleonardo
Help others
Sound smarter
Make people laugh(explains why cat videos are so popular)
Be first to share something new
Study by:
Think about, what will someone get out of sharing this content?
Simple stuff gets shared more often
Surprisingly…email is still popular way to share content
Source: YouTube, The Skim: Why do people share online content? Based on New York Times Study
Source: SlideShare, Aol & Nielsen content sharing study
Travel is one of Top 10 Categories on Pinterest
Source: Mashable, What People Are Pinning on Pinterest
Source: Smartmoney, Why Social Networks Want Your Photos
Photos are the real currency for social networks.
Matt WallaertPsychologist“
Like bank accounts, experts say photos are “sticky.”
@vfmleonardo
@vfmleonardoSource: YouTube, Press Statistics
Sources: eMarketer, Product Videos Nudge Apparel Shoppers Toward RegisterInvodo, Video Statistics: The Impact of Video
52% of consumers say that watching product videos makes them more confident in their online purchase decisions.
Professionally produced video optimized for eCommerce outperforms user-generated video (UGC video) by 30%.
½ of US internet users had watched product videos on the homepage of a retailer.
@vfmleonardo
Your video doesn’t have to bea Hollywood production…
32% of travelers chose a different hotel based on the impact social media
had on them3
32% of travelers chose a different hotel based on the impact social media
had on them3
62% of leisure travelers find
travel brands’ Facebook pages
helpful2
62% of leisure travelers find
travel brands’ Facebook pages
helpful2
30% of travel shoppers viewing special offers on Facebook click to
check rates1
30% of travel shoppers viewing special offers on Facebook click to
check rates1
Sources: 1. VFM Leonardo Reporting2. Atmosphere Research Group Study, 20113. Rasmussen College, Infographic: Social and Mobile Make Summer Travel a Breeze
@vfmleonardo
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Properties with more than 20 photos get 150%
more engagement
- TripAdvisor
Properties with more than 20 photos get 150%
more engagement
- TripAdvisor
Hotels with at least 15 photos sold 3x more
room nights than hotels with fewer than 5
- Expedia
Hotels with at least 15 photos sold 3x more
room nights than hotels with fewer than 5
- Expedia
Source: YouTube, Press Statistics
For sale. Baby shoes. Never worn.
Ernest Hemingway “@vfmleonardo
Source: slideshare.net, 40 Storyquotes that will shake your mind
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Source: ReelSEO, December 2009
Zappos reports a6% to 30% increase
in sales for products with video
Zappos reports a6% to 30% increase
in sales for products with video
@vfmleonardo
Source: Adapted from Google, The New Multi-screen World: Understanding Cross-platform Consumer Behavior @vfmleonardo
Smartphone most common starting place for planning a trip
@vfmleonardo
@vfmleonardo
@vfmleonardo
37 @vfmleonardo
@vfmleonardo