_Background

From catalogs to clicks

In 2017, Jula decided to make a strategic re-investment in their online store. While doing so, they realized they needed to catch up with the latest ecommerce trends. "It’s important for us that the shopping experience is appealing and informative. We needed to translate that into our new online store as well," Carl Torgnysson, Content Manager at Jula, explains.

Jula's traditional cult product catalog, which was distributed physically for decades, primarily contained short product descriptions and a few images per item. As a result, most of the existing product information was in a very traditional format.

"This type of product information would not cut it for our online store. That’s where Syncle came in: as a part of providing our customers with new and more effective ways of understanding our products," Carl continues.

_Challenge

Navigating a maze of product content

Jula's diverse product range currently consists of approximately 20 000 products. The large product range and mix of their own and external brands make it difficult to manually collect and maintain information and content for each product.

Carl is no stranger to the challenges of video content management, having manually added videos on Jula's product pages before Syncle. "It took a lot of time to embed videos on the product pages for three languages," he recalls.

_Solution

Bridging online and offline with video

Informative videos, like how-to guides and product reviews, are especially helpful for tools, machinery, lighting, and garden products. "They offer a clear image of the product and recreate the experience of being in a physical store, making it easier to buy," Carl explains.

Jula aims to bridge the gap between the physical stores and their online store as much as possible. "Many customers visit our online store to view a product before going to a physical store. Or the other way around. At times it's difficult to determine where the conversion really occurred, online or offline. Sometimes, it’s both!"

_Results

Happy customers, happy business

Jula has observed clear positive trends for product pages with videos. "Shoppers who watch a video tend to stay longer on the page and account for longer sessions with more page visits," Carl describes. Jula has also noticed improvements in conversion rates and page value. All these figures confirm that product video has a positive impact on Jula's ultimate goal: to provide an excellent customer experience through rich product content.

According to Carl, video content will be crucial for Jula's expansion into new markets, especially where the company and its brands are not yet well known. "Syncle will allow us to showcase videos for particular brands and products on a prime spot in our newly opened online stores, which will significantly enhance our brand awareness efforts," he explains.

Overall, Jula has been very happy with the service and sees Syncle as a valuable partner in their journey of growth and expansion. "Synclehas been a great help in our content strategy, and I am very satisfied with the partnership we have built together," Carl summarizes.

*Results for jula.se, jula.no, and jula.pl from Sep 2022 to Feb 2023.