AO.com has set itself the goal of becoming the best online electrical goods retailer in Europe – without a single store. While online shopping often conjures up images of lists of products with pictures and prices, AO’s innovative use of video creates a completely new shopping experience. How does AO use videos to achieve this? The company uses videos to inform and inspire its customers at every stage of the customer lifecycle. Videos provide customers with comprehensive information about the individual products, answers to possible questions and suggestions for how the products can be used. Video and multimedia content brings the products to life. This has earned AO a reputation as an independent, trustworthy online electronics retailer not only in the UK, but also, more recently, in the Netherlands and Germany.
