John Lewis’ trading figures over Christmas show how successful brands which have invested in creating a narrative about themselves keep the crowds flocking to both stores and ecommerce sites.
A true multi-channel retailer, John Lewis has built its story over several years. Like Lakeland, the company has sustained a high quality marketing campaign using multiple channels and a wide array of content, and the pay-off at Christmas is part of the reward for strategizing how it tells its story.
John Lewis Christmas ads are just the tip of the iceberg when it comes to heavy weight marketing; its willingness to engage with a mass audience via TV and online has become a national event.
So will 2014 see more investment in video marketing by multi-channel retailers?
With mobile sales set to soar and video the preferred method of receiving information on mobile, it seems a safe bet that product videos and informercials will become the norm in ecommerce pages.
Lakeland is ahead of the game on this.
But we predict signature videos that inspire and engage will run hand in hand with the more functional sales material to engage with consumers at an emotional level.
Understanding, defining and budgeting for a sustainable video marketing campaign is part of the service at Mendip Media.