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BroadView wins major Innovation award
Wednesday January 19th 11
A BroadView video retailing project which helped Virgin Holidays sell 30% more Upper Class tickets has won the Econsultancy Innovation Award for Video and Rich Media.
We used our WebPresenter technology to bring to life the ticket buying experience online with dramatic results. The project was also shortlisted for the Innovation in e-Commerce category.
The win has led BroadView Managing Director Stuart Maister to call for video content to play a much more central role in the ecommerce strategies of major brands.
The Econsultancy citation said “The BroadView implementation broke new ground in the use of video to upsell. The campaign generated superb results that Virgin Holidays must be thrilled with.”
The winning solution
The WebPresenter is video overlay technology which enables BroadView to place any kind of video across the site – turning the website into a television screen and breaking free of existing site layout. It means the presenter can walk across the site, highlight areas and interact with elements of the site.
A customer booking a Virgin Holidays trip is greeted by Natasha – a professional presenter dressed as a Virgin Holidays Concierge. When they come to confirm their flight options, she appears on their page and suggests they consider an upgrade to their flight. The focus of the project was Virgin Atlantic’s Upper Class cabin which provides the customer with a totally luxurious flying experience.
How to really bring to life this experience? The WebPresenter. When the customer selects the Upper Class button to understand more about the option, Natasha explains what it is like to fly Upper Class against a backdrop of high quality images, and does so in a warm and engaging manner. No-one who watches it will fail to understand what is on offer.
The result was a 30% uplift in sales of Upper Class tickets compared with the same period in the previous year.
Stuart Maister with Simon Baines of Virgin Holidays and Ashley Friedlein, CEO of econsultancy
Comments
Stuart Maister, Managing Director of BroadView, commented:
“People buy from people. Suddenly, we can put a person into the online selling process, a virtual adviser who injects sparkle and energy into the interaction between the company and its online customer.
But this is more than just a technology – it’s a creative process. We worked closely with Virgin Holidays to develop the right pitch, the correct tone and the best script to make Natasha’s presentation as effective as possible.
This shows that video can be a core tool in driving sales conversions online. I believe most digital strategists still see it as either a tactic or just a branding device. In fact, video is the way we can recreate some of the warmth and guidance which a real world buying experience can provide, but do it perfectly every time.”
Chris Roe, Virgin Holidays Sales & Distribution Director, says:
“This has proven the value of humanising the online buying experience using video. Instead of being faced with simply a form to complete, or an option to click, our customers are instead able to interact with the Virgin Holidays brand in a more engaging way."
“At the point of the booking at which customers confirm their flight booking, Natasha ensures they are subtly introduced to the benefits of upgrading to Upper Class in a warm and inspiring manner."
"The WebPresenter format gives us the chance to make a perfect pitch every time."
“We are constantly reviewing how to improve the customer experience of booking holidays online. This is an exciting way to use video to achieve that.”
A demo of Natasha on the Virgin Holidays site can be viewed here.
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