The importance of digital sites in retail is increasing day by day and with experience the method of projecting a product on the site is undergoing a change making it even more effective. Sukhinder Singh Cassidy, former president of Google’s Asia Pacific and Latin American operations, and Diana Williams, former director of product management in eBay’s fashion division have come together to create Joyus, a women’s retail site that truly integrates video and ecommerce. The site launched in public beta this month is centered around video.
There have been studies done that indicates the effectiveness of video in ecommerce of high end goods. There are data that suggests sales are most likely to occur when viewers watch between two-and-a-half to three-and-a-half minutes of a video on the site. There is credible evidence that confirms that videos increase direct sales on ecommerce sites. In any case they are an effective tool for engaging the customer. Burberry was among the first brands to live stream their fashion shows and take orders for the designs displayed in the show.
Saks Fifth Avenue and Net-a-Porter also showcase their designs on moving models to give the customer a better idea as to how the clothes will actually look like while wearing them. They have made several tightly edited short films that can be seen on their digital properties. Joyus has borrowed some aspects of high end flash sales site Gilt and provide limited time sales on a range of luxury apparel, beauty and home goods. They bring in professionals to highlight and showcase a product. The made a video with makeup artist Matthew VanLeeuwen to demonstrate TATCHA beauty papers, which claim to remove excess oil and prevent breakouts. Accel Partners and Harrison Metal are lead investors in Joyus’ initial $7.9 million funding.