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The perfect content mix for omnichannel success

Dedicated to a coherent omnichannel strategy, KICKS works to translate the tactile and inspirational atmosphere of their physical stores into their online channels. “For us, engaging digital content isn’t just nice to have. It’s a must,” shares Emma Danielsson, SVP, Digital Sales & Marketing at KICKS. “Inspiring confidence and sparking creativity in our customers’ is at the core of our mission—and this must shine through in the digital space as well.”

With a membership club that connects a vast and loyal community, KICKS values meaningful engagement with their customers. By blending in-house, supplier-provided, and user-generated content, they offer diverse formats tailored to individual customer preferences.

"Everyone’s different: some love reading, others prefer watching. Our content strategy is based on meeting our customers where they are,” says Claudia Holm, Head of Digital Business Development at Matas Group. 

From how-to tutorials and guidance videos to product showcases, video now plays a central role in highlighting the features and benefits of KICKS’ beauty products to support their strategy.

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Streamlining video content at scale

Managing video content at scale posed a significant challenge for KICKS. With tens of thousands of products in their catalog, the task of ensuring every Product Detail Page (PDP) was enriched with relevant video content quickly became overwhelming. 

“The sheer volume of content we handle is enormous,” explains Emma. “Manually managing videos for such a large online store entity simply isn’t possible. It’s not just about the quantity, it’s about doing it efficiently while maintaining the quality our customers expect.”

In 2019, KICKS turned to Syncle to tackle this challenge. Syncles video enrichment capabilities would be able to streamline the entire process by finding relevant videos and embedding them onto PDPs automatically. Implementation was seamless, and results quickly followed.

“Now we can rest assured that customers have access to engaging, informative video content across a wide range of products. Everything is now super efficient, and the content is of high quality. This is something we absolutely need to build trust with our customers and reinforce our role as a beauty expert,” say Emma and Claudia.

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Flawless finish, big impact

Since partnering with Syncle in 2019, KICKS has gotten nearly 40,000 videos added to their online store automatically, transforming the customer experience.

The impact on KPIs has been clear: KICKS has observed a positive effect on PDP conversions and engagement metrics, demonstrating the value of informative video content. “Over the past year, videos on our online stores have been watched for more than 15,000 hours—that’s the equivalent of over 625 days!—a testament to the significant boost in time spent on site,” says Emma.

The team is also closely monitoring the watch rates of the videos to identify which ones provide customers with the information they need, highlighting their data-driven approach to continuously refining their content strategy. "We’ve been thrilled to see that the watch progress for our videos average around 65–70%. These are all insights we wouldn’t have without Syncle," Emma adds.

Another pleasant result of partnering with Syncle was the overwhelmingly positive feedback from suppliers. Previously, managing supplier-produced videos would require constant back-and-forth through emails and tedious file uploads—an approach that simply wouldn’t scale. 

“As the major reseller we are, it’s crucial that we provide peace of mind by ensuring our suppliers’ video content is always up to date and beautifully presented,” says Emma. “Syncle has strengthened our collaboration and allowed us to jointly focus on creating a better experience for our customers instead.”

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Optimizing every touchpoint

In the rapidly changing beauty industry, staying ahead requires creating visually engaging content that meets customer expectations, and KICKS is fully dedicated to this goal. “Younger generations clearly favour video, so the demand for high-quality, impactful video content will only keep growing,” says Claudia. “We’re always experimenting with content placement and formats to enhance the experience,” she adds, emphasizing KICKS’ commitment to ongoing innovation.

Looking ahead, KICKS remains confident in their ability to continue setting industry standards, supported by their ongoing partnership with Syncle. “After five years together, Syncle continues to make our processes simple and seamless, allowing us to dedicate our energy to what truly counts,” Emma and Claudia reflect.

*Data compiled over a one-year period during 2023 and 2024.