_Background

Blazing the trail to informed choices

At XXL, providing accessible product information is central to their mission of equipping customers in their sporting and outdoor pursuits. As Jimmie Pettersson, SVP of eCommerce and a firm believer in omnichannel retail, puts it: “Our philosophy of helping people enjoy sports on their own terms extends to our content strategy—providing engaging, detailed, and easy-to-understand product information in a variety of formats ensures that we help our customers can find what they need, when they need it.”

By demonstrating products in action, highlighting important details like textures and materials, and suggesting use cases, XXL helps customers feel confident in their buying decisions.

“High-quality product information not only enhances the customer’s understanding but also cuts down on unnecessary returns, contributing to a better shopping experience,” Jimmie explains.

Video, in particular, has become an essential tool for XXL in engaging and educating consumers in ways that text and images alone cannot.

_Challenge

Teaming up to tackle video at scale

Despite recognizing the value of video, the team at XXL knew that managing it at scale would be no easy task. It wasn’t just about producing their own videos or integrating supplier content, there was also a wealth of user-generated material waiting to be leveraged. “Handling different video sources, and then embedding individual videos across countless product detail pages (PDPs), would become a logistical nightmare,” Jimmie says.

To maintain the quality and consistency their customers expected, XXL needed a partner who could streamline the entire video workflow and ensure their video content stayed relevant. By offering a strong, unique solution that stood out to XXL as a leader in its field, Syncle was able to provide the reliable support needed.
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“Having worked with Syncle's video capabilities before, I already knew the value they bring, so turning to them was the natural next step,” Jimmie continues. “As the market leader, they brought the expertise and experience needed to support our large-scale online operations. The entire implementation was smooth and hassle-free.”

_Results

An easy implementation with instant results

The decision to partner with Syncle quickly proved its worth.  “Syncles coverage of our assortment was truly impressive. With their turnkey solution, we got more than 6,600 videos onto our product pages in no time—something that would’ve been incredibly difficult, if not impossible, to do on our own.” Jimmie says.

Results are already encouraging, and XXL expects to continue to see a positive correlation in key commercial metrics. “The smooth, swift implementation allowed our team to focus on other tasks, and Syncle’s detailed reports help us see what works and where we can improve—guiding our video strategy forward. Overall, partnering with Syncle has made it easier for us to deliver a richer, more informative shopping experience both now and in the future,” Jimmie sums up.

_{Development plans}

Video, the MVP of omnichannel growth

Looking ahead, XXL plans to harness video even more to support their online strategy. “With 4,500 colleagues ready to guide customers, video becomes the perfect format to bring this know-how directly to the digital world,” Jimmie says. “We’ve started creating guiding videos—like ‘What to Consider When Buying New Skis’—to support customers who shop online without speaking to one of our knowledgeable salespeople.”

Beyond their own video production efforts, XXL continues to encourage suppliers to create and share their videos, adding even more depth to the PDPs of brand products. “Videos made by our suppliers often include invaluable product information and expert tips, ensuring that customers can get the most out of their purchases. Syncley makes it possible to leverage this content by removing the friction of manual work for both parties,” Jimmie says.

As XXL continues to enrich their online store with content, Jimmie’s vision of the ultimate omnichannel setup remains clear: “By incorporating as much qualitative product information as possible into our site, we can make it the most informative and engaging online destination for all sports enthusiasts.”