EXPO Consumer Product Videos Drive 30% Incremental Revenue Lift for Reckitt Benckiser Products on Major Retailer's Website
Analysis of retail sales before and after video placement shows strong relationship between presence of EXPO content and increased sales
24 Oct, 2013, 08:00 ET
NEW YORK, Oct. 24, 2013 /PRNewswire/ -- Consumer generated product video drives an average of 30% additional revenue, according to data released today by EXPO, the platform used by brands to capture and distribute product video across brand, social and retail web sites for all screens and devices, and consumer goods company Reckitt Benckiser Group LLC ("RB") (RBGLY:OTC US). The analysis of individual product sales before and after the placement of EXPO content for eight RB brands on a major retailer's eCommerce operation demonstrates the retail impact of consumer generated video reviews on product pages.
The test program measured the effectiveness of EXPO consumer product video for RB brands Clearasil, Delsym, Finish, Lysol, Airwick, Resolve, Veet and Woolite. When considering all brands and products in the program as a single group, RB saw an overall 38% lift in sales compared to a baseline group of products without video content on the retail product page. Program results are based on comparison of sales in June 2012 against June 2013, capturing data prior to and following implementation of the EXPO video program. Results exclude products not available during both time periods, such as discontinued or newly launched products.
"The incredible results of the test program prove the effectiveness of genuine consumer videos for increasing conversion," stated Sam Gagliardi, E-Tailing Marketing Director at Reckitt Benckiser. "We look forward to expanding this program across more product lines and points of purchase, confident that we will continue to see impressive retail lift."
To fully capitalize on the benefits of EXPO content, EXPO and RB plan on increasing the number of product pages with video reviews by over 300% in the next quarter to more retailer websites.
"The success of the initial RB program proves that user generated product videos are a high-impact, scalable content solution that gives consumers the trustworthy information they need to make purchase decisions," stated Bill Hildebolt, EXPO's President. "We're proud that our platform has become a valuable part of RB's marketing strategy, and we look forward to expanding the relationship to additional brands and retailer sites."
Notes to Editors:
Videos from the program can be embedded to your site using the following code:
The EXPO platform is used by brands to capture and distribute product video across brand, social and retail web sites for all screens and devices. Through EXPO, brands activate their communities to share, via video, unbiased product reviews, how-tos, demonstrations, and other experiences that align with a brand's content marketing strategy. These persuasive videos harness word of mouth to drive engagement and conversion across owned, earned and paid media while supporting campaign messages, communicating product benefits, and capturing video SEO. For more information, visit: http://corp.expotv.com/.
About Reckitt Benckiser
Reckitt Benckiser (RB) is a global consumer goods leader in health, hygiene and home, listed on in the top 25 on the London Stock Exchange (LSE). With a purpose of delivering innovative solutions for healthier lives and happier homes, RB has more trebled revenues since it was formed in 2000 and its market cap has more than quadrupled. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands including in the over the counter health category Mucinex, Durex, Nurofen, Strepsils Gaviscon and Scholl, and in the hygiene category Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein and Finish. For more information visit www.rb.com
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