_Background

Video, a cornerstone of Lumene’s content

As a leading Nordic beauty brand, Lumene recognizes the importance of effectively showcasing their products. They understand that customers today prefer learning about products through video, making it a priority to invest in this content format.

"Video is a powerful sales tool that enables immersive storytelling. It’s the best way to educate our customers, as it allows for demonstrating beauty products by showcasing their unique features, colors, and textures", says Eliisa Kasi, Global Head of Digital Content at Lumene.

_Challenge

The tricky puzzle of video distribution

Lumene faced challenges when it came to distributing their carefully created video content in the most effective location, namely next to the "add to cart" button.

"We recognized the potential of video to enhance the shopping experience and improve conversion rates, but we had no solution for embedding videos into our own online store," says Mira Karhu, Ecommerce specialist at Lumene.

Lumene also struggled to get videos onto the product pages of our many resellers. "Manually reminding our resellers to add or remove videos on specific dates that aligned with our marketing campaigns was very time-consuming," Eliisa says.

Eliisa was thrilled to have discovered Syncle after seeing its video player on several of Lumene's resellers' product pages. Syncle would eliminate the manual hassle involved in ensuring their video content reached multiple destinations.

_Solution

The beauty of streamlined video management

Lumene implemented the full Syncle video suite, which is an excellent one-stop shop for a brand that heavily relies on video content and aims to maximize the benefits of using videos in both their own online store and those of resellers.

With videos for over 160 products being currently distributed across the extensive network of resellers, the automated video workflow has proven to be a game-changer for Lumene. Having full control and visibility of their video workflow also ensures comprehensive analytics of how the videos are performing across the different sales channels.

In addition to helping provide their customers with better product information while increasing conversion and building brand perception across multiple sales channels, Syncle has significantly improved Lumene’s operational efficiency.

"One example of how Syncle helps us save time is the scheduling functionality. It is exceptional because it allows us to set start and end dates for our videos, aligning them with product campaigns' timelines and objectives," Eliisa shares. "This feature will save us significant time in the future when planning and preparing for campaigns."

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Taking on the future – together

Lumene intends to continue investing in high-quality video content while utilizing Syncle's comprehensive video analytics to guide future video production. "Using the learnings from the data in Syncle to develop our video content and store experience will be a huge benefit for us going forward," Eliisa explains.

In addition to their brand videos, Lumene features user-generated content (UGC) and social proof in their different marketing channels and want to increase UGC efforts going forward.