_Background

Making product information effortless and accessible

Versuni’s innovative products are highly regarded in the industry due to their strong focus on understanding customer needs. While technical products often have a certain appeal to them, Versuni recognizes that they can also at times feel intimidating for customers. “For home appliances, providing good product information is key to help our customers feel confident in their choices,” says Heidi Saarikoski, Omnichannel Shopper Experience Manager Lead at Versuni.

Recognizing that many users tend to skip manuals or lengthy technical documentation, Versuni has turned to video as an effective way to educate and engage customers. "We've noticed that customers often search online to discover new products or to educate themselves further. Providing excellent product information online is thus crucial, even if the actual purchase would take place offline,” Heidi continues.

By using video, Versuni simplifies the learning process, ensuring their customers get the most out of their products. “Approximately 75% of our products now feature some form of video content, including step-by-step guides and inspirational materials that help customers become familiar with our products and educate themselves."

_Challenge

The black box of video distribution

As a part of offering product information to their customers online, Heidi emphasizes the critical role Product Detail Pages (PDPs) play. “We know that the PDP is a very important part of both the research and the purchasing phase”, Heidi explains. “They should include both images and videos, and we monitor this closely—one of our KPIs is to have at least one video per PDP to meet our standards for clarity and engagement.” 

However, Versuni faced challenges in managing and distributing their video content across their reseller network effectively. Much of the work was manual and took a lot of time. Although PDPs on resellers' sites were automatically screened for content, the rest regarding video was a black box. “We never knew if, when, or how a video would be visible,” says Heidi. “And without analytics, it was hard to measure the success of the videos, leaving us without the insights needed to improve our content strategy.”

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An easy implementation with speedy results

Versuni is now distributing their product videos to their Nordic resellers automatically via Syncle. This has brought them very close to full video coverage on their Nordic resellers' PDPs, accumulating over 2,270 hours—over 100 days—spent watching their videos in just the first year. ”We’ve experienced remarkable speed to market, saving both valuable time and resources. The flexibility is also fantastic—it’s incredibly fast to update or make changes to already uploaded content,” highlights Heidi.

The team at Versuni has been particularly pleased with Syncle's user-friendly setup and interface, which has allowed for seamless adoption by both their team and retailers. “It's so simple to use that you don’t need to be a rocket scientist to figure it out; everything is very intuitive,” says Heidi. “While onboarding retailers can often be challenging, Syncle makes the process very easy,” she adds.

_{Development plans}

Cracking the code on video performance

Moving forward, Versuni aims to decode video performance by diving deeper into video data to understand what works and why. The comprehensive data on insights and video performance provided by Syncle will play a big part in further refining their video strategy. 

“The amount of video data we received with Syncle has surpassed our expectations,” Heidi says. “We always test everything in marketing, from campaigns to PPC, but applying that approach to videos has been more challenging. With the data provided by Syncle, we can adopt a testing mindset for our video content as well,” Heidi celebrates.

Looking ahead, Versuni is excited to continue its partnership with Syncle. “Everything’s hassle-free, and I genuinely love working with Syncle,” Heidi concludes.

*Results compiled between October 2023 and September 2024.