Online video for retail success


1st May 2019



By Alan Perkins

Managing Director


APRIL saw SilverDisc once again shooting video on location, this time at Silverstone for the forthcoming British Superbikes season for our client Be Wiser Insurance, sponsors of the multi-championship-winning PBM team. This year the team has two new riders, Scott Redding, new to BSB from MotoGP, and former winner Josh Brookes. It looks set to be a fantastically exciting season and video will help Be Wiser to make the most of their sponsorship.

Retailers are another key beneficiary of advances in online video. Consumers are increasingly spending hours per day on YouTube, Netflix and other video channels. As a result, video now sits comfortably throughout the digital marketing funnel, from branding to retention and advocacy. Even direct response can be delivered through innovations like Google's TrueView for Action, offering actions like 'Buy Me' or 'Learn More' direct from the video.

At SilverDisc we've also been making increasing use of video not only to get traffic onto websites through marketing, but also to inform and educate that traffic once it reaches the website in order to improve the amount of business done.

For example, in the retail space, we have been gradually publishing videos to describe and demonstrate garden machinery products on Gardenlines, winner of the SME Northamptonshire e-Business of the Year and Website of the Year in the last two years, has some big competitors: the likes of Amazon, B & Q, eBay and John Lewis, for starters. The implementation of video is one of the factors that has enabled Gardenlines to stay competitive. For example, we have seen that lawnmowers with a product demonstration video have an 83 per cent higher conversion rate than lawnmowers that don't.

Video is one of many techniques that SilverDisc is using to improve marketing and business performance for our retail clients. We are hosting an event dedicated to Maximising Retail Profits with Marketing Technology at Google's flagship London HQ on June 18. This event will show you how to reach and sell to your ideal customers more profitably using the latest automation and AI techniques. Learn how to optimise every element of your website and marketing, hear B2B and B2C case studies from the retailers themselves - including Gardenlines and Kempston Controls, a division of Midland Automation - and get answers to your specific questions in an informal breakout session. Places are limited, so, to avoid disappointment, register now. Book your place by calling SilverDisc on 01536 316100 or visiting