vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo

The Allure of Online Visual Merchandising

September 13, 2012

Darlene RondeauVP, Best Practices Online Merchandising

VFM Leonardo, Inc.@darlenerondeau

Today’s reality

Humans are visual and social

We love a good story

People and their devices

Get in the game

@vfmleonardo

Hilton’s question is shifting from ‘Where do guests book?’ to ‘Where are they making their decision?’ 

Paul Brown, President Global Brands & Commercial ServicesHilton Worldwide

“Source: Hospitality Times, Hilton takes steps to level OTA playing field @vfmleonardo

Embrace the leisure experience and put it in a context that’s congruent with managed travel.

Nick Vournakis, Senior VP and GMCarlson Wagonlit Travel Canada“

Source: Hotel News Now, Next gen blurs lines of corporate, leisure

Source: eMarketer Webinar, Cashing In on Mobile Shopping @vfmleonardo

@vfmleonardo

Help others

Sound smarter

Make people laugh(explains why cat videos are so popular)

Be first to share something new

Study by:

Think about, what will someone get out of sharing this content?

Simple stuff gets shared more often

Surprisingly…email is still popular way to share content

Source: YouTube, The Skim: Why do people share online content? Based on New York Times Study

Source: SlideShare, Aol & Nielsen content sharing study

Travel is one of Top 10 Categories on Pinterest

Source: Mashable, What People Are Pinning on Pinterest

Source: Smartmoney, Why Social Networks Want Your Photos

Photos are the real currency for social networks.

Matt WallaertPsychologist“

Like bank accounts, experts say photos are “sticky.”

@vfmleonardo

@vfmleonardoSource: YouTube, Press Statistics

Sources: eMarketer, Product Videos Nudge Apparel Shoppers Toward RegisterInvodo, Video Statistics: The Impact of Video

52% of consumers say that watching product videos makes them more confident in their online purchase decisions.

Professionally produced video optimized for eCommerce outperforms user-generated video (UGC video) by 30%.

½ of US internet users had watched product videos on the homepage of a retailer.

@vfmleonardo

Your video doesn’t have to bea Hollywood production…

32% of travelers chose a different hotel based on the impact social media

had on them3

32% of travelers chose a different hotel based on the impact social media

had on them3

62% of leisure travelers find

travel brands’ Facebook pages

helpful2

62% of leisure travelers find

travel brands’ Facebook pages

helpful2

30% of travel shoppers viewing special offers on Facebook click to

check rates1

30% of travel shoppers viewing special offers on Facebook click to

check rates1

Sources: 1. VFM Leonardo Reporting2. Atmosphere Research Group Study, 20113. Rasmussen College, Infographic: Social and Mobile Make Summer Travel a Breeze

@vfmleonardo

20

Properties with more than 20 photos get 150%

more engagement

- TripAdvisor

Properties with more than 20 photos get 150%

more engagement

- TripAdvisor

Hotels with at least 15 photos sold 3x more

room nights than hotels with fewer than 5

- Expedia

Hotels with at least 15 photos sold 3x more

room nights than hotels with fewer than 5

- Expedia

Source: YouTube, Press Statistics

For sale. Baby shoes. Never worn.

Ernest Hemingway “@vfmleonardo

Source: slideshare.net, 40 Storyquotes that will shake your mind

28

Source: ReelSEO, December 2009

Zappos reports a6% to 30% increase

in sales for products with video

Zappos reports a6% to 30% increase

in sales for products with video

@vfmleonardo

Source: Adapted from Google, The New Multi-screen World: Understanding Cross-platform Consumer Behavior @vfmleonardo

Smartphone most common starting place for planning a trip

@vfmleonardo

@vfmleonardo

@vfmleonardo

37 @vfmleonardo

@vfmleonardo