_Background

Nailing product information with visual content

Bosch Power Tools has a well-defined strategy for working with their resellers, where content plays a pivotal role. "Clear product content drives sales and revenue – it's as simple as that," says Kristine Meija, eCommerce Key Account Manager at Bosch Power Tools.
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For a technical product range like power tools, traditional product descriptions often fall short. "Nowadays, customers' perceptions of a product are highly steered by visual content and further informed by product demonstrations, how-to guides, or product comparisons," Kristine explains. "Shoppers don't want to read through lengthy technical specifications – they want to see the product in action before making their decision."

Kristine highlights that video in particular has become central for educating shoppers. "This shift in buying behaviour has been particularly noticeable among the younger generations," she notes. "They're used to learning through visual media, and video helps them understand exactly what they're getting."

_Challenge

The distribution dilemma

Despite having a great video content available, Bosch Power Tools struggled to distribute it forward efficiently. "Our Key Account Management team was spending countless hours manually transferring files, sending emails, and updating spreadsheets to distribute the videos, while our resellers were using time on their end to get the videos onto their product pages,” Kristine recalls.

This manual approach wasn't just time-consuming – it was also limiting their ability to scale. "Without automation, we couldn't ensure consistent video presence across all the thousands of product pages. Even worse, we had no way to track how our videos were performing across these different channels," shares Kristine.

While many resellers were already using Syncle's video player, Bosch Power Tools was not hosting their video content on public platforms, making it impossible for Syncle to source openly.

"We wanted to keep hosting our content privately while distributing it efficiently to our entire network, so we began looking into partnering up with Syncle directly," recalls Sari Lindfors, Marketing Manager. "When we learned Syncle also had a QuickConnect feature, which allows us to invite any reseller to our distribution network regardless of their current video setup, we knew we'd found our solution."

_Solution

Automating video distribution with Syncle

The implementation process proved surprisingly straightforward. "Getting started was remarkably simple," Sari shares. "The Syncle team provided excellent support throughout the entire implementation process, helping us with our existing mass of thousands of product videos in different languages and offering comprehensive reporting from day one."

The instant change was visible also for Kristine in her role as a Key Account Manager. "Suddenly, we could reach our entire reseller network with just a few clicks. What used to take hours and hours of manual work now happens automatically, and every product page gets the right video instantly." 

The multilingual capabilities proved particularly valuable for Bosch's international market presence. "We can now ensure that product videos are available in local languages where available, with English versions as a fallback," Kristine shares. "This level of automated localization was simply impossible with our previous manual approach."

The impact extended beyond just efficiency. For the first time, Bosch gained valuable insights into their video content's performance. "Finally, we can see how our videos perform across different channels," notes both Sari and Kristine. "The monthly video reports and strategy sessions with Syncle help us make informed decisions about our content investments."

_Results

Strenghtened collaboration with resellers

The successful automation of video distribution not only solved immediate operational challenges but positioned Bosch Power Tools to better serve their dealer network and end customers alike. The ease of implementation has been particularly impactful in expanding the video reach of Bosch Power Tools.

"Our dealers are on the front lines of eCommerce," says Kristine. "By providing them with professional video content, we help them create more engaging PDPs that convert better. It's a win-win situation. Convenience is absolutely crucial for reseller activation, and Syncle's QuickConnect option delivers exactly that," she continues.

Looking ahead, Bosch Power Tools continues to strengthen their partnership with Syncle, focusing on enriching their omnichannel strategy through video content. "Video is no longer just a nice-to-have – it's fundamental to the online shopping experience," Kristine and Sari conclude. "With Syncle, we're confident we can keep meeting and exceeding our customers' expectations."

*Data from Nordic and Baltic regions in 2024