How Bealls Uses Rich Media to Drive Conversions, Cross-Channel Sales

2. Video completes the story. Sadlowski named J.C. Penney as a retailer that's effectively using video online. Penney ties video and product imagery together by playing video when consumers click on specific items a model is wearing to get a better view of that product. Other retailers Sadlowski recognized in this area included Medion, a German consumer electronics company, and The Shopping Channel.