Staples

Omni-Channel Product Videos on PDP

Situation
Staples aimed to improve the online shopping experience on its Product Detail Pages (PDPs), especially for complex and high-consideration products such as electronics, furniture, and office equipment. Customers needed richer product content to understand features, build confidence in their purchasing decisions, and reduce uncertainty that often led to returns.

Task
I was responsible for leading the end-to-end implementation of Omni-channel product videos on PDPs, ensuring they were accessible, performant, and seamlessly integrated into the existing page experience while meeting business, technical, and compliance goals.

Action
I collaborated with engineering, UX, and analytics teams to:

• Integrate Bynder-sourced videos into PDPs within the image carousel and modal overlays

• Enable carousel display of a single Omni video while supporting channel-specific video logic for Staples.com and StaplesAdvantage.com

• Ensure ADA compliance through .vtt closed captioning and accessibility best practices

• Update UI elements including video CTAs, thumbnail behavior, and metadata fields (videoType, videoDuration, videoThumbnailUrl, etc.)

• Enforce best practices such as disabling autoplay and ensuring videos are not muted by default

Result
The feature launched in production with measurable goals including:

• +1.5% to +3% projected lift in conversion rate among exposed users

• 0.5% to 1% expected reduction in return rates by improving product understanding

• 10–15% video click-through rate (CTR) and a +5–10 second increase in average time on PDP

• 100% ADA compliance for all video content

This initiative set a new standard for product content on Staples’ PDPs and created a scalable framework for integrating rich media experiences across channels.