Footwear retailer Dune is planning to roll out videos of its entire range online after seeing an increase in conversion rates on products with video.

Footwear retailer Dune is planning to roll out videos of its entire range online after seeing an increase in conversion rates on products with video. It’s the first time a footwear retailer has decided to do so but an indication of the growing importance of video in helping customers make decisions.

The retailer began trialling product videos on selected lines in May this year and will now create online videos for all footwear. It will gradually introduce them to demonstrate accessories such as hats, bags and gloves.

Head of ecommerce Rob Bostock said the company decided to trial product videos after spending time watching how customers shopped in store. “When you consider buying a pair of shoes you walk up and down to see how they fit, how they look and move, where they crease – all of these things are important to understand what you’re actually buying,” he said.

He added that replicating this online is helping to engage customers and give them confidence in what they’re buying. “The business case to roll out site-wide is clear - video has a significant impact on conversion.”

Dune is working with Adobe Scene7 technology to provide the service.