Earlier today the Video Commerce Consortium published its first white paper, entitled Building an Effective Video Commerce Strategy. As a member of the VCC, I got a chance to review the document shortly before publishing and was impressed with the depth of analysis. Well written and document, this paper is the first of its kind to describe the nascent Video Commerce industry and provide a methodical framework for starting a video commerce program. Using examples from ShopNBC, Circuit City or Wetseal, Justin Foster does an excellent job of building a business case for eCommerce video.

The idea behind Foster’s business case is to project positive ROI numbers from top retail sites onto an existing retail site seeking to deploy video, with a top-to-bottom approach that aims at concentrating the initial video effort on high margin, high volume products. One of the central thesis of the document is the need for a three-prong strategy that harnesses the power of video to increase onsite conversion rates, acquire users outside of the traditional ecommerce boundaries, and build a lively community of users. This is arguably a solid and generous contribution to the video commerce space. Here embedded the full document you may obtain from the original white paper link.

Building an Effective Video Commerce Strategy – Get more Business Plans