Bringing audio-video expertise to life online: how Cobra values its know-how thanks to JOIN

cobra is a French reference for Hi-Fi And of Home cinema for almost 50 years.

Based in Paris, the brand offers a wide selection of televisions, speakers and headsets, both in store and online.

Historically leader in distance selling, Cobra recently modernized its e-commerce site on Shopify to strengthen its digital presence while remaining faithful to its expert DNA.

The challenge: provide the same experience advice and passion online and in store.

Before the integration of JOIN, Cobra was facing several challenges on its site:

• One expertise that is difficult to transmit via classic product sheets
• Of technical products requiring support to be understood and installed
• A need for Modernizing the shopping experience without losing the human and expert dimension of the store

Cobra was looking to digitize its know-how and to reassure visitors through more immersive and embodied content, true to its image as an ultra-specialist.

With JOIN, Cobra was able to quickly integrate videos into its product sheets, without specific development.

Two main video formats have been deployed:

• Unboxing & technical explanation, to present the characteristics of the product and its concrete advantages
• The sensation of listening, to recreate the emotion and sound quality that customers usually experience in stores

JOIN videos allow Cobra to:

• Give a human face to his expertise
• Recreate the relationship of trust between the advisor and the online customer
• Highlight its flagship products while valuing the knowledge of its teams

Thanks to the JOIN solution, integration was done in a few clicks, with a fluid and immersive vertical format that immediately captures attention on the page.

The first analyses on the product sheets enriched with videos show:

• One Increase in time spent on pages
• One better product understanding thanks to video pedagogy
• Of more frequent clicks and additions to the cart on forms with Web Stories
• One higher user engagement

Visitors spend more time exploring content and say they are “reassured” by the presence of an expert on the screen.