short-form videos bring - akamai · seo and metadata. device delivery logic. storage of derivative...

Short-Form Videos Bring Long-Term Impact to Elkjøp

A European Retailer’s Video Strategy

UX. Performance. SEO. Workflows.

Øyvind Thunes. Product Owner, Digital, Elkjøp Nordic | Dixons Carphone Group

Elkjøp Norwaywww.elkjop.noOslo Norway

Elgiganten Swedenwww.elgiganten.seStockholm, Sweden

Elgiganten Denmarkwww.elgiganten.dk

Copenhagen, Denmark

Gigantti Finlandwww.gigantti.fi

Helsinki, Finland

Nordics Total:• Brick & Mortar Stores: >400• Revenue 2017-18: USD $4.6B• Number of Employees >10.5K

Nordic Markets

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* https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/

Video and Image – From the camera to the web

Camera

Optimization & Delivery

File Formats and Containers

Compression vs Quality

SEO and Metadata Device Delivery Logic

Storage of Derivative Renditions

Web

Desktop

Customers

Mobile

TabletsMarketing

• Complex and manual workflows that needed automation

• Content producers often distracted from core function

• Speed-to-market impacted by inefficient processes

Video

Videos in Elkjøp – The starting point

UX and Performance• Both go hand-in-hand• Does one size fit all?

Infrastructureand setup• Off domain URLs – same URL for all channels• Security and monitoring concerns

Videos in Elkjøp – The starting point

SEO Considerations• Who owns the asset?• No visibility in Google Images and Google

Video search

Backend Workflows• Lack of automation• User management

2018 – Video Strategy in Review

Internal Productions

Supplier Videos

User Experience

Identity Management

• Automate and offload (Non-core functions)

• Improve performance

• Simplify workflows

• Gain insight

• Reduce costs

CDN / Akamai

YouTube

Social Media

Video Optimizations• Compression• Derivatives and devices• Balancing detrimental forces• Quality vs Performance

UX - The Struggle

PerformanceCompression of 1MB image

350Kb 350Kb

Lessons Learned & Best Practices

3rd Party Video Platforms

Social Media

Website

On-Page

Off-Page

Extends reach Compression roulette

Powerful search & discovery Auto-play, portrait, landscape,…

Cost efficient Lack of documentation

Simplicity End frame (Other channels)

Greater control (Compression) Supplier vs own content

Site performance Page weight

Customer Journey (UX) Complexity

SEO Manual processes

Strengths Weaknesses

Strengths Weaknesses

- Compression and Quality- Automate- Look after your data- Revisit strategy- Adapt to change

Video Takeaways

“In 2019 every retailer is a tech company”- Ken Hughes, consumer & shopper behaviouralist

Our CompanyBrand Reputation, Cost Savings, Increased Visibility, SEO

Our CustomersUser Experience (UX), Performance + Quality, Higher Customer Engagement Our Employees

Intelligent Automation, Operational Efficiencies, Focus on Core Capabilities

Many Winners

Øyvind Thunes – Product Owner - Elkjøp Nordic AS | Dixons Carphone groupoyvind.thunes@elkjop.no+47 41441126