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Dune is planning to rollout catwalk-style videos across its entire footwear range online. This follows a trial that saw this produce a ‘huge’ increase in conversation rates.

Working with Adobe’s Scene7 rich media product, the shoes and accessories retailer began testing product videos on selected lines when it launched a new website in May this year – which now sees over half a million visitors each month.

Dune will now create product videos for all footwear, and gradually introduce them to demonstrate accessories including hats, bags and gloves. Adobe’s imaging technology also allows customers to see a 360-degree view, provides a close-up, zoom function and alternate views of products.

ASOS saw huge success when it launched with similar features, including a catwalk, as standard. This is something that’s been copied by many retailers, but Rob Bostock, head of e-commerce at Dune said that he believes the company is the first footwear company in the UK to do any sort of close-up video.

We started trialling video after spending time instore watching how our customers shop. When you consider buying a pair of shoes, you walk up and down to see how they fit, how they look and move, where they crease – all of these things are important to understand what you’re actually buying.” 

He added that replicating this in-store ‘catwalk’ online is helping Dune to engage with its customers, giving them confidence in what they’re buying.

The business case to rollout site-wide is clear - video has a significant impact on conversion.”

Max Childs, senior marketing manager for EMEA at Adobe, said that video gives Dune’s customers the ability to see an item in action, which in turn helps reduce returns as shoppers are given as close to a real-life experience as online can offer.

Vikki Chowney

Published 2 December, 2011 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

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