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M&S Product display videos
This case study explores the implementation of product display videos by M&S for their Spring-Summer 2017 (SS17) collection. It delves into the initial hesitations, the research conducted to understand their impact, the creative process, testing, and the remarkable results achieved.
The challenge
M&S faced a crucial decision regarding the inclusion of online product videos alongside traditional photos for their SS17 collection. While previous trials had generated customer demand for videos, the conversion rates remained inconsistent.
The challenge was to investigate the reasons behind the poor conversions and determine whether producing videos again was the solution.
Discovery Phase
To uncover insights, a researcher and I analysed quantitative data, including business metrics, exit surveys, and customer feedback. The findings revealed that products without videos had significantly lower conversion rates.
Additionally, Net Promoter Score (NPS) and Customer Satisfaction (CSAT) had declined, primarily due to dissatisfied customers struggling to visualize products without videos and place online orders.
To gain deeper insights into customer needs and preferences, we used emerging themes from customer feedback as a guide for focus group discussions.
Early sketches
Proof of concept
To address the challenge, I initiated a mini design sprint with M&S’s creative agency, resulting in three distinct video styles for customer testing.
Research insights presentation
Final video samples – click to play
The final videos were developed based on research insights, offering a refined representation of the SS17 collection. This is the final iteration of the videos fully based on the research insights.
Results
The CSAT survey results were overwhelmingly positive, and A/B test data demonstrated conversion rate improvements of up to 20%. Monitoring of NPS and CSAT indicated potential improvements as well.
Product videos showcasing the best of the Spring-Summer 2018 collection were made available to all M&S customers. Senior Management approved budget allocation for shooting the entire Autumn-Winter 2018 collection.
My team and I received recognition through a feature in the M&S monthly magazine under “Making Every Moment Special for Our Customers.” Our achievements were also celebrated with our pictures displayed on the canteen’s MEGA screen.
Read the feature on M&S World magazine
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A testament to its success
The implementation of product display videos proved to be a transformative success for M&S, significantly boosting conversions and customer satisfaction. The project’s triumph has paved the way for further video integration into M&S’s collections, demonstrating a commitment to enhancing the customer experience.
Simon Wood, M&S’s Head of Web Operations, said:
“…while quality online video can help boost engagement, it’s also a good revenue generator. It’s not just about getting people watching our videos, it’s about getting them to purchase”.
Want to know more?
If you’d like to find out more about my work and experience, or to discuss potential projects, please get in touch!
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