Retailers are using video to create customer-centric digital experiences that anticipate and respond to customer needs in a changing environment where consumers expect more online shopping. Video presents an opportunity for brands to connect with customers on a humanizing level, leveraging real-time video for streamlined customer journeys, cobrowsing, and personalized offers. Retailers like IKEA, Lowe's, Allbirds, and Nike are using video to share competences, provide in-home services remotely, bridge in-person and online shopping, and align brand values to support customers in need. By differentiating between types of video offering and implementing best practices, retailers can create unique digital experiences that respond to real needs and build customer loyalty.