Cuir City triples its conversion rate with JOIN shoppable videos
"We have a conversion rate for people who have watched a JOIN video that is more than three times higher than for someone who hasn't seen a JOIN video. And beyond the numbers, JOIN has helped develop a real video culture within the company."
Overview
Cuir City has been a leather jacket specialist for about twenty years, starting as an online-only retailer before developing a network of three stores. Today, two-thirds of its business is online, one-third in-store, with strong international growth, particularly in Germany.
The challenge: breaking down digital barriers for a product that customers need to touch, feel, and see in motion, all with high average order values.
Challenge
Selling a leather jacket for €200-€400 online presents significant obstacles:
- A sensory product : customers need to see the suppleness, the folds, the sheen, impossible to convey with static photos
- Building customer trust : the brand is not always known in new European markets
- Ignored text-based product descriptions : navigational analysis showed that the texts were no longer being read
- No IT resources available to develop an in-house video solution
Solutions
Cuir City integrated JOIN in several stages:
Stage 1 - Reassurance: two videos (24-hour delivery and returns) integrated across 100% of the catalog in minutes. Company employees speak to humanize and legitimize the brand.
Stage 2 - Product Video: videos integrated into product pages to show the leather in motion — folds, suppleness, shine depending on the light. Produced in parallel with existing photo shoots.
Stage 3 - Slider and Operations: an on-page video slider and temporary formats (Cuir City's 20th anniversary campaign).
The team has also planned an automated multilingual deployment to cover all European markets. The solution is plug-and-play on Shopify, with simple integration on the custom site.
Results
The conversion rate for visitors who watched a JOIN video is three times higher than for those who didn't.
Beyond on-site performance, JOIN has established a true video culture within the company: the created assets also feed Meta and Google ads, and organic social media content, meaning the same content lives across multiple channels.
