England. According to a study by the research company, ROI Team, for the British chain of retail stores, Harrods, high-quality commercial videos inside stores contribute to shoppers spending more, although they do not necessarily invest in promoted brands, as images predispose the emotional sense of consumers.The study revealed through surveys of potential buyers that a text-only ad will provoke the person to think about the content, while a video-only ad will evoke a purely emotional response. Because of this, video ads increased sales in the stores that presented them more than text ads, which were shown to be more appropriate for purchases that require decision making.
These discoveries allow the Harrods brand to better support its advertising policies, maintaining high standards in the quality of the spots that are reproduced on its 170 screens, which promote series of articles in periods of 10 minutes.
Because traffic in these stores is spotty, with some customers staying two hours and up, "uncreative content would sell out quickly, as well as make it necessary for ads to be more graphic, because a large number of visitors to the stores are not English-speaking," Andrew McCall explained. founder of ROI Team.
