How Ooni cooked up a better content distribution flow
Background
The secret of a successful brand: rich product content
Building a great brand through product innovation has been crucial to Ooni from the start. "Our success comes largely from creating products that have inspired a passionate community of pizza lovers worldwide," explains Katianna Sjöblom, Senior Marketing Manager EMEA at Ooni.
But Ooni understands that great products need great product information to succeed. With their global retailer network spanning multiple continents, ensuring consistent, high-quality content across all touchpoints became critical. "Customers often spend weeks researching across multiple stores and websites before making a purchase," Katianna continues. "Having comprehensive, high-quality content isn't optional, it's essential for converting interest into sales."
To support this vision, Ooni invested in incredible content that brings Ooni's products to life. But getting that content distributed to hundreds of resellers around the world? That was becoming increasingly difficult for Katianna and her team.
Challenge
The last-mile content problem
Ooni’s challenge stems from a common problem many growing brands face: their network of retailers and distributors all work differently. "Each partner has their own systems and content needs," Katianna explains. "Some value rich product content with detailed specifications and imagery. Others prefer streamlined approaches with just the basics."
Great product content is non-negotiable for driving sales. Our problem isn't creating it. The problem is getting it distributed efficiently to our partners around the globe.
This creates daily bottlenecks for the team as they try to serve different partners while keeping their brand consistent. "There's so much juggling involved with content: uploading, managing, sharing, editing, you name it. Everything's manual and it just takes a lot of time," Katianna says.
"Take images: one product might have multiple EAN codes because of local variations, so you're dealing with the same image across different systems." The reality was becoming unsustainable as Ooni has been expanding their product line beyond portable ovens into other kitchen products, such as spiral mixers and cooking accessories.
Solution
Scaling smart with Syncle
The math was simple but brutal: more products plus more markets equals way more content work. "We're expanding our offering and want to keep growing," Katianna explains. "That kind of growth won't come through marketing campaigns alone anymore. To reach our goals, we need our foundation, meaning the product content, the basics, to be rock solid everywhere. We had to find a way to scale our output without scaling our headcount. That's why we chose Syncle to help us streamline distribution across our Nordic and European reseller network."
What drew Ooni to Syncle wasn't complexity, it was simplicity. "With Syncle, we finally have everything in one place where we can actually find it and get it where it needs to go," Katianna explains. Syncle solves Ooni's biggest headaches: centralized content storage, EAN-based searching, distribution list management, and global delivery tracking.
"The whole Syncle implementation is a key part of our growth and optimization strategy for the coming year," Katianna shares. "We're making it a core part of our workflow and following results closely."
We're expanding fast, but we don't have extra resources to scale content distribution the old way. With Syncle, we finally have everything in one place where we can actually find it and get it where it needs to go.
Impact
Measuring the success of product content distribution
With Syncle handling the distribution mechanics, Ooni's team can focus on strategy and run content experiments that were impossible with manual processes. "We will now be able to test things we couldn't before," Katianna explains. "We'll be sending out content we haven't distributed previously, like content for smaller accessories, and seeing if it impacts sales. We'll also distribute content in different languages to specific regions. These tests simply wouldn't be possible with manual distribution."
The platform also enables the team to work on quality consistency across their retailer network, ensuring that even partners with minimal content requirements receive better product information.
While Ooni appreciates the time savings, their focus is on business impact. "Our hypothesis is that it's going to bring efficiency, but we also expect real results," Katianna says. The team will be tracking conversion improvements on product detail pages, increases in content distribution volume, and whether their retail partners are using richer product information.
For Ooni, Syncle represents more than content distribution. It's about enabling growth without adding complexity. "Whether someone buys an Ooni online or offline, the product information has to be out there in the best possible format," Katianna emphasizes. "Syncle will help us make sure that happens, consistently, across our reseller network."
Syncle lets us test things that were impossible before. We can now send out content for smaller accessories, try different languages in specific regions—and actually measure if it impacts sales. That's very valuable for us, on top of the time savings.
