Photo by Mark Greer


If you run a retail store, having a video along side your advertisements can attract new customers, but if done poorly it can also scare customers away. What things attract new members and what things cause them to shy away? We asked 101 people to share their opinion.

Survey results for the retail store industry were unique in that price seems to be the biggest factor. Also unique, customers perceive retail store videos as commonly being cheesy, over-hyped sales promos as opposed to a more desireable calm authenticity.

Only 2% of the people we surveyed said they would not use the internet to find and choose a retail store. (Note that 13% of people surveyed say they shop at 0 retail stores per month.) 35% of all respondents said they would not watch a video before choosing a retail store. The top reasons they gave were: Takes too long; They don't have time; Videos don't tell you what you want to know; Prefer to read; Don't need to watch a video; Videos are biased; Viewing limitations on phone. On the flip side, 63% of consumers say they would watch a video if curious and have a need. So let's dig in and see what the 63% want in a retail store video.


People want videos to be concise. Shorter lengths are a signal to the viewer that the video may do a good job of being concise. A portion of people are less likely to click on a fitness center video that is too long for their preference. When we asked "What length of time should a retail store video be limited to?", here are the results:

  1. 30 seconds: 35%
  2. 1 minute: 21%
  3. 15 seconds 18%
  4. 2 minutes: 12%
  5. 90 seconds: 6%
  6. 3 minutes: 4%
  7. No limit: 2%

In live testing we have found that people typically lose attention around 40 seconds.

When asked "What things in a video would improve your interest in choosing that retail store?", the first 1 to 3 things that came to their mind were:

  1. Good prices, clear prices/price ranges, upcoming sales, giveaways, clearance (comparison price provided) 35%
  2. If they sell what I am looking for 19%
  3. Video shows the products (most popular or tour of all departments) 12%
  4. Video provides desired information (product details, why the products are a good value, how their store is different, warranty, events, hours, stock) 11%
  5. Store is clean, organized, professional-looking 8%
  6. Video is clear/concise/well-presented/not too long 7%
  7. Welcoming, friendly, sincere, honest, narrative from representative/staff 7%
  8. Calm narrative or calm feel to video 5%
  9. Seeing a product that sparks new interest 5%
  10. Good/safe neighborhood 4%
  11. Social mission, charity, meaningful mission statement 4%
  12. Store has a large selection 3%
  13. Ample/easy parking (especially in downtown areas) 3%
  14. Appropriate/good background music 3%
  15. Production quality is good/bright photography 3%
  16. They carry products not found anywhere else/most specialized 3%
  17. Authentic footage and not posed or over-acted 2%
  18. Customer reviews - not just the good ones 2%
  19. Shows expertise in product area 1%
  20. Close in proximity 1%
  21. Owner is passionate about what they do and sell 1%
  22. Store’s commitment to quality is communicated 1%
  23. Store is actively engaged in community 1%
  24. Store is a small mom and pop 1%
  25. Products are natural or organic 1%
  26. After-sale services provided 1%
  27. Staff available for questions 1%
  28. Does not speak down to you 1%
  29. A political message that aligns with your beliefs 1%
  30. Sex appeal - sex sells 1%
  31. Comedy 1%


When asked "What things in a video would cause you to shy away from choosing the retail store?", the first 1 to 3 things that came to their mind were:

  1. High prices (no sale going on) 14%
  2. Pushy, aggressive, exaggerated sales message, too much plugging store name 13%
  3. Cheesy skit/gimmicky/corny/stale humor 13%
  4. Loud and obnoxious (garish colors; annoying or loud music) 13%
  5. Fails to be clear and concise, too long, does not add up 11%
  6. Poor production quality (resolution, audio, shot composition, concept - low effort) 10%
  7. Fails to be authentic, honest, trying too hard (overhyped, appears scripted or too showy, having a "professional's" opinion stated when it's just an actor) 10%
  8. Shabby appearance of store (dirty, cluttered, unorganized, industrial) 8%
  9. If the product line does not match my preference 8%
  10. Fails to provide useful information 5%
  11. Bad neighborhood 4%
  12. Proximity too far 2%
  13. Pretentious/arrogant 2%
  14. Fails to show footage of products 2%
  15. Speaking owner is annoying 2%
  16. Appears to align with opposing political beliefs 2%
  17. Unprofessional or unlikeable staff 2%
  18. Store is too crowded 2%
  19. Store is empty of customers 1%
  20. Fails to give info about pricing 1%
  21. If it seems to cater mainly to big brands 1%
  22. Video strings viewer along not answering its own question/manipulative 1%
  23. Impersonal feel 1%
  24. Unappealing aesthetic 1%
  25. Video is too short (not learning what I need) 1%
  26. Store hours are too short 1%
  27. Stuffy corporate speak 1%
  28. Speaks to customer as if they are not intelligent 1%
  29. The presence of video itself 1%
  30. Gross subject matter 1%


We asked consumers if a retail store video should include these 7 features:

  • 81% want pricing (12% indifferent, 7% do not want)
  • 70% want views of the inside selection (21% indifferent, 9% do not want)
  • 34% want good background music (39% indifferent, 27% do not want)
  • 32% want views of the building and surrounding neighborhood (44% indifferent, 23% do not want)
  • 23% want the owner/manager to narrate in the background (43% indifferent, 34% do not want)
  • 11% want an animated logo intro (38% indifferent; 51% do not want)
  • 6% want actors performing a funny skit (31% indifferent; 63% do not want)
For more survey results, check back here: https://biveo.com/learning.


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