Case Study: Video Enables Dynamic Online Merchandising

By Matt Pillar, Integrated Solutions For Retailers magazine

The growth of the Web as a shopping channel and developments in rich Internet media are big deals for retailers selling merchandise that begs for a demonstration. SKLZ, a developer and marketer of athletic skill development and training aids that logged $46 million in sales last year, has set the bar on how to capitalize on these trends. SKLZ targets serious athletes across a variety of sports with merchandise designed to help them improve their strength, speed, stamina, and sport-specific skills. It sells its merchandise primarily through a retail distribution channel that includes powerhouse brands like Dick's Sporting Goods, Sports Authority, and Modell's. Because the company's merchandise comprises hundreds of unique training aids that require demonstration to be understood, SKLZ has invested heavily in the production of videos for its website (www.sklz.com), which attracts more than 100,000 visitors per month.