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URL: http://www.misco.co.uk
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Key Industries:
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Entertainment & Leisure
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Office & Home Computing
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Key Sectors:
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Affiliate Marketing
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e-commerce
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Misco
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Brief
Computer retailer Misco wanted to boost their affiliate sales by simplifying the buying decision process. Misco is one of the UK’s largest computer and accessories retailers with over 20,000 products in stock at any one time.
Strategy
Misco made individual product videos for their top rated products available to their affiliates. The videos were designed to provide consumers with as much information about a product, acting as a virtual sales person.
Execution
The product videos showcase demonstrations of the product in use, with voiceover and aim to answer potential buyers' questions about a product. The videos include rotating product shots along with details of contents and accessories. The video showcase was initially launched on Misco with the Acer Aspire AS2930 -582G25Mn Notebook PC which has become Misco’s number one viewed product for January 2009.
Their affiliate network, LinkShare, was able to utilise this technology and embed their patented affiliate tracking into the video code so they can be added to any site at the click of a button.
Results
Adrian Sweeney of CompareLaptops.co.uk is a fan of the new online video demonstrations, see them in action on his site here. “I was impressed at the ease in which the video was available to me. The fact that it contains my tracking means that I can generate additional commissions for anyone clicking through to this product” says Sweeney.
"According to research [from Comscore], the number of online shoppers who watch retail videos grew 40% in a year," says Katy Pailing, Misco's European Web Marketing Manager. "We believe this will add value to the shoppers experience and further enhance Misco's offering."
LinkShare’s recent Online Consumer Trend survey that showed that the internet has become an increasingly trusted tool for shopping research, with 92% of respondents saying that they now have more confidence in online information than sales people in shops. Therefore these informational videos are a powerful sales tool for affiliates and fit perfectly with content and review sites.
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