_Background

Bringing products to life with video

BAUHAUS has built their marketing strategy around one key principle: exceptional customer experience across every touchpoint. "The home improvement market is quite fragmented, with customers facing many options that vary widely in product range and specialization," explains Jussi Salminen, Marketing Director at BAUHAUS Finland and Estonia. "Our goal is to be the one-stop destination where hardware and DIY enthusiasts can find absolutely everything they need while providing a seamless experience from inspiration to completion."

Video has become an increasingly important element in their content strategy, as metrics have shown its growing impact over the years. "We've seen from our data that video engagement has been steadily increasing, and one of the main reasons is that they help our customers better understand our products," Jussi notes.

"Take power tools like drills, for example - watching how they handle different materials gives customers confidence in their purchase. Or with something like a terrace cleaner, seeing it in action on different surfaces shows its effectiveness far better than specifications alone," he explains.

BAUHAUS’ focus on video spans both e-commerce product pages and broader marketing efforts. "We're using video not just to showcase products, but to demonstrate our expertise and stay current with trends, whether that's short-form content for platforms like TikTok or more detailed how-to guides."

The team has noticed evolving consumer preferences in video content: "It's interesting how trends shift. Initially, short videos performed best, but now we're seeing longer, more informative how-to videos gaining popularity among our customers."

_Challenge

Eliminating the video management challenge

Prior to implementing Syncle, the team faced significant challenges in utilizing video on their product pages. With their catalog exceeding 100,000 products meaning an endless product content flow to begin with, manual video management would simply not be sustainable.

"Bringing videos to product pages is one thing, but maintaining, updating, and removing them would cause unnecessary headaches," Jussi explains. "For example, if a supplier specifies a video can only be used for a certain period, who would remember to remove it when that time expires? Luckily our teams don’t have to think about any of this with Syncle now automatically distributing the videos from our suppliers directly to our PDPs."

The implementation of Syncle proved to be an efficient and smooth solution to their e-commerce video management challenges right from the start.

"The implementation was remarkably painless," Jussi shares. "What's been consistently surprising is the technical ease of Syncle – how easy the solution is to integrate into our ecommerce platform and how it adapts to our needs. There have been barely any technical concerns or questions about Syncle over the years. That's always the best possible sign of a well-designed solution!"

_Results

Delivering value across every touchpoint

The team sees video as a key part of their sales approach across all channels: "Video bridges our online and in-store experience," explains Jussi. "Customers often look at products online before visiting us in person. They search for items, compare options on our website, watch videos to understand what they're buying, and then drive to the store to make their purchase. That's exactly why we need strong video content in all channels and throughout this whole journey."

The marketing team tracks several metrics to measure the impact of their enhanced video content. "We track conversions, and are especially looking into the performance of videos on more expensive products," Jussi explains. "Over the long term, time spent on site is particularly important for us, as is overall engagement."

_{Future plans}

Keeping pace with customer expectations

BAUHAUS will continue monitoring consumer behavior to stay ahead of market trends. "This close observation helps us understand where to invest our video resources for maximum impact," Jussi explains.

Looking ahead, Jussi and his team plans to continue expanding their video strategy across multiple channels. "With our extensive product catalogue, we need efficient ways to create and manage video content," he shares. "We're always evaluating where video delivers the best potential return for our customers and our business. The collaboration between us and Syncle has proven to be a key part of this journey."

Everything has gone very smoothly with Syncle, Jussi concludes. "In today's competitive landscape, we're essentially competing for customers' attention and time. Having polished, informative product pages with engaging videos helps ensure consumers spend that time with us rather than our competitors."

*Data from bauhaus.fi and bauhaus.ee (2024)