Retailers
Sports & Outdoor

Enhancing omnichannel shopping with informative product videos

Retailers

Highlights

567 000+
video views
8 800+
hours watched
Data collected over a five-month period following implementation
6 600+
videos added
Videoly offers a unique solution combined with the expertise needed to support our large-scale online operations. Their turnkey solution delivered results we couldn’t have achieved on our own.
Jimmie Pettersson
SVP, eCommerce
XXL
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Where sports unite all

XXL Sports & Outdoor
xxl.no
XXL has a clear ambition: to become the leading distribution channel for branded sporting goods. Since opening its first store in 2001, XXL has expanded to 85 locations across Norway, Sweden, and Finland, supported by a thriving online presence that also makes it the largest online sports retailer in the region.

By offering a broad selection of top-quality branded products, tapping into the expertise and commitment of over 4,500 dedicated employees, and maintaining competitive pricing, XXL ensures that sports and outdoor gear is accessible to everyone.

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.
We’ve seen a strong positive correlation between product videos and engagement metrics, which tells us our customers truly appreciate them.
Jimmie Pettersson
SVP, eCommerce
XXL

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, Videoly was able to provide the reliable support needed.

“Having worked with Videoly 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.”
As the market leader, Videoly's coverage of our assortment was impressive, the implementation was seamless from start to finish, and the results were instant. We have been nothing but highly pleased.
Jimmie Pettersson
SVP, eCommerce
XXL

An easy implementation with instant results

The decision to partner with Videoly quickly proved its worth.  “Videoly’s 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 Videoly’s detailed reports help us see what works and where we can improve—guiding our video strategy forward. Overall, partnering with Videoly has made it easier for us to deliver a richer, more informative shopping experience both now and in the future,” Jimmie sums up.

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. Videoly 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.”
We highly encourage our suppliers to share their videos with us. With Videoly, videos flow seamlessly to our PDPs without the unnecessary friction of manual work.
Jimmie Pettersson
SVP, eCommerce
XXL
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