p7 Emphasize how clear and easy to use offline shopping is, and that although in many ways it mirrors the in store experience, it's even better e.g. able to visit departments and browse to hearts content at leisure and at no cost.  Introduce 'bought before' and explain how it makes it easy to find what's required, and quickly.  To offer 'neutral' reassurance, introduce ' typical customers' and automatically start video 2.