Videos enable a brand to forge a “deeper engagement” with consumers than still photos, said Amit Monga, a marketing expert.
The co-founder of ANS Commerce was speaking on “Decoding e-commerce and D2C brand ecosystem” at Centuryply presents BCC&i The Bengal Chamber, Think, in association with The Telegraph.
“For purchases like television and mobile phones, static photos do not help much. When the customer is not seeing the product physically, videos help bridge the gap,” Monga said.
With data available in abundance, video commerce is picking up, and customers are comfortable watching videos, he said. “A lot of brands have started focusing on video commerce, especially in brands where there is a need to communicate or engage with the consumers. A lot of electronic, appliance brands are utilising the channel in order to have much deeper engagement with consumers.”
Monga dwelt on omni-channel, retail that integrates the different ways of shopping, be it online, physical or on the phone.
Omni-channel necessitates smooth delivery. “Especially in categories like groceries, start-ups are coming with commitment of delivery within 20 to 30 minutes. One needs to have stores right next to the consumers’ place to reduce timelines,” he said.
The time of delivery turns important, depending on the product. “If it’s an an ice cream, the need is immediate. If it is an appliance, the delivery can take some time,” he said.
The chamber started the think series of lectures 11 years ago with the intention of providing members a forum to listen to eminent personalities on issues of contemporary relevance spanning economy, business, industry, and issues of national importance.