Advance Auto Parts Uses Video to Increase Enagagement, Sales

Consumers are watching online video in record numbers, and brands have taken notice. Many retailers have made video an integral part of their digital marketing strategies, using it for multiple purposes — customer engagement, product education, customer service, sales driver, among other things. Advance Auto Parts is one such brand that's reaping the benefits of a robust online video program.

At the Internet Retailer Conference and Exhibition (IRCE) in Chicago yesterday, Val DuVernet, Advance Auto Parts' senior program manager, content, social media strategy, discussed the retailer's online video program. She was joined on stage by Ben Kopetti, director, video commerce strategy, at Liveclicker, Advance Auto Parts online video partner.

Sources of Video
Advance Auto Parts' videos come from many different sources. DuVernet listed the following: self-created; employee generated; customer generated; suppliers; local commercials; and local news outlets. In addition to multiple sources, Advance Auto Parts uses many different types of videos, including how-tos, interviews, educational, product information, product reviews and storytelling.

Advance Auto Parts positions its videos as close to the "add to cart" button as possible. For example, on product detail pages videos are added directly below the product image. The full video player is included on the page, not an overlay that takes up the whole page and takes viewers away from the product. Advance Auto Parts has seen increased sales and less returns of products that have an accompanying video.

For a lot of our products, customers need to how they work before purchasing them. said DuVernet. Our videos give customers the confidence they need to install or use a product correctly, she added, citing her own experience watching an Advance Auto Parts' video before installing a new car battery.

3-Step Video Strategy
Advance Auto Parts followed a three-part strategy for its video strategy. First it had to identify what it wanted to accomplish with its videos, and then create the types of videos that best serve those goals. Ask yourself, 'Who are your customers, and what types of videos would they be most interested in?,' said DuVernet.