short-form videos bring...elgiganten denmark copenhagen, denmark gigantti finland helsinki, finland...
TRANSCRIPT
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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
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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
http://www.elkjop.no/http://www.elgiganten.se/http://www.elgiganten.dk/http://www.gigantti.fi/
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Nordic Markets
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Video
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Video
* https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/
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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
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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
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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
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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
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Video Optimizations• Compression• Derivatives and devices• Balancing detrimental forces• Quality vs Performance
UX - The Struggle
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PerformanceCompression of 1MB image
350Kb 350Kb
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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
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- 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
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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
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Øyvind Thunes – Product Owner - Elkjøp Nordic AS | Dixons Carphone [email protected]+47 41441126
mailto:[email protected]
Slide Number 1Short-Form Videos Bring Long-Term Impact to ElkjøpSlide Number 3Nordic MarketsVideoSlide Number 6VideoVideo and Image – From the camera to the webVideos in Elkjøp – The starting pointVideos in Elkjøp – The starting point2018 – Video Strategy in ReviewSlide Number 12PerformanceLessons Learned & Best PracticesVideo TakeawaysMany WinnersSlide Number 17