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Bringing products to life with video
BAUHAUS has built their marketing strategy around one key principle: exceptional customer experience across every touchpoint. "The home improvement market is quite fragmented, with customers facing many options that vary widely in product range and specialization," explains Jussi Salminen, Marketing Director at BAUHAUS Finland and Estonia. "Our goal is to be the one-stop destination where hardware and DIY enthusiasts can find absolutely everything they need while providing a seamless experience from inspiration to completion."
Video has become an increasingly important element in their content strategy, as metrics have shown its growing impact over the years. "We've seen from our data that video engagement has been steadily increasing, and one of the main reasons is that they help our customers better understand our products," Jussi notes.
"Take power tools like drills, for example - watching how they handle different materials gives customers confidence in their purchase. Or with something like a terrace cleaner, seeing it in action on different surfaces shows its effectiveness far better than specifications alone," he explains.
BAUHAUS’ focus on video spans both e-commerce product pages and broader marketing efforts. "We're using video not just to showcase products, but to demonstrate our expertise and stay current with trends, whether that's short-form content for platforms like TikTok or more detailed how-to guides."
The team has noticed evolving consumer preferences in video content: "It's interesting how trends shift. Initially, short videos performed best, but now we're seeing longer, more informative how-to videos gaining popularity among our customers."
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