Advance Auto Parts Uses Video to Increase Enagagement, Sales

Consumers are watching online video in record numbers, and brands have taken notice. Many retailers have made video an integral part of their digital marketing strategies, using it for multiple purposes — customer engagement, product education, customer service, sales driver, among other things. Advance Auto Parts is one such brand that's reaping the benefits of a robust online video program.

At the Internet Retailer Conference and Exhibition (IRCE) in Chicago yesterday, Val DuVernet, Advance Auto Parts' senior program manager, content, social media strategy, discussed the retailer's online video program. She was joined on stage by Ben Kopetti, director, video commerce strategy, at Liveclicker, Advance Auto Parts online video partner.

Sources of Video
Advance Auto Parts' videos come from many different sources. DuVernet listed the following: self-created; employee generated; customer generated; suppliers; local commercials; and local news outlets. In addition to multiple sources, Advance Auto Parts uses many different types of videos, including how-tos, interviews, educational, product information, product reviews and storytelling.

Advance Auto Parts positions its videos as close to the "add to cart" button as possible. For example, on product detail pages videos are added directly below the product image. The full video player is included on the page, not an overlay that takes up the whole page and takes viewers away from the product. Advance Auto Parts has seen increased sales and less returns of products that have an accompanying video.

For a lot of our products, customers need to how they work before purchasing them. said DuVernet. Our videos give customers the confidence they need to install or use a product correctly, she added, citing her own experience watching an Advance Auto Parts' video before installing a new car battery.

3-Step Video Strategy
Advance Auto Parts followed a three-part strategy for its video strategy. First it had to identify what it wanted to accomplish with its videos, and then create the types of videos that best serve those goals. Ask yourself, 'Who are your customers, and what types of videos would they be most interested in?,' said DuVernet.

The second step was for Advance Auto Parts to measure how its videos were performing. Remember that it's not a popularity contest, said Kopetti, noting that 1 million YouTube views is great, but what's more important is learning what those views are doing for your brand. In addition to traditional metrics such as conversion rate, average order value and time spent on site, Advance Auto Parts is tracking more advanced metrics for its videos, including social shares (e.g., YouTube, Twitter, Facebook), average view time and watching path (e.g., how many videos did a customer watch before making a purchase, what was the first video in that sequence, what was the last, etc.).

Data on Advance Auto Parts' average view time helps the retailer create videos that are the right length. The ideal length for its product videos are 30 seconds, but complex and higher-cost products warrant longer videos, DuVernet said. In addition to the content, where a video is located on its site also impacts its length. A video on Advance Auto Parts video gallery detailing how to install a new water pump will be longer than a video on a product detail page for brake pads, for example.

Lastly, Advance Auto Parts repeats steps one and two — including for mobile. More than 25 percent of all online videos are viewed on mobile devices (smartphones and tablets), noted Kopetti. Don't take video off of your mobile site and/or app, he added. For Advance Auto Parts, mobile video views are common for roadside users.

Video Gallery Keeps Visitors Close
After your videos have been created, archive them in a gallery for future reference, Kopetti said. This even includes videos of products that you no longer sell. Consumers want content, and a video gallery is an ideal place for active, evergreen content, he added.

For Advance Auto Parts, having a video gallery enables the brand to control the experience and keeps them close to the add-to-cart button, which of course is the ultimate goal, DuVernet said. Housing its videos on YouTube, for example, wouldn't afford Advance Auto Parts the same luxury.

DuVernet wrapped up her presentation by noting that customers who watch videos are more valuable for Advance Auto Parts. And the more videos they watch, the more valuable they become. For that reason, maintaining a robust video program is a top priority for Advance Auto Parts.