More On Video

A few years back I started looking at the differences between bestbuy.com and the best buy stores. One immediate realization was that when at the store a salesperson would help understand why I needed a certain big screen TV. This experience was totally missing online. When I shared this with friends their biggest concern was cost. They believed it to be a very expensive solution for an incremental improvement. But Best Buy did not need high production quality. This could be part of the training program where associates from each store would need to present a sale on camera. Then the marketing department could pick the best videos and post them online.

Today I stand vindicated. J&R Electronics is rolling out hundreds of online videos of sales associates explaining the intricacies of products so the site can mimic customer service in stores.

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