Case studies

September 18, 2019

Autozone and TVPage

A Destination for Automotive Enthusiasts.

Background

Autozone is a leading retailer offering one of the largest catalogs of automotive parts and accessories since 1979, with over 6,000 stores and 90,000 employees.

Autozone Sales Associate Helping a Customer

The Challenge

Autozone was seeking to grow its online store to incorporate an improved customer experience for online shoppers. One of the goals was to provide genuine answers to questions around how to select, use and install parts and accessories. Autozone was seeking an experience that would be as close as possible to the friendly associates in its stores, and knew that video would be a key part to achieving this.

As part of this initiative, Autozone also wanted to ingest videos from the brands it carries, dynamically syndicate the content to its product pages and make the content discoverable on Google search.

Lastly, Autozone needed a system that could tag videos by Year, Make and Model in order to make the content discoverable for its clients on its website. More specifically, the system would need to be smart and generate the makes for each year, and the models for each make, programmatically.  

These requirements brought Autozone to TVPage.

The Solution

In addition to a state-of-the-art Video Player and broadcast-grade Video Delivery, the TVPage platform encompasses a Matching Engine that is able to match products to videos around the catalog.

This means that Autozone is able to present the right product for purchase for any given video, while the consumer is watching. Through a combination of the Matching Engine and the Recommendation Engine, Autozone is also able to dynamically surface matching videos to each and every product page.

TVPage fuels the Autozone Video Library containing thousands of videos that are produced by Autzone and sourced from Autzone brands. In fact, on the TVPage platform, Autozone is able to invite brands to syndicate content directly into their account (with a dedicated brand portal) making it easy to source content from the brands they carry at scale.

ACDelco Videos on Autozone.com
Selling ACDelco Brand Products
(syndicated via the TVPage platform to Autozone)

Autozone is also able to generate custom attributes (directly on the TVPage platform) for any video in order to enable it to be discoverable by Year, Make and Model. The TVPage platform can create smart attributes so a selection of “BMW” knows to offer only “BMW” models, and further “BMW model types” as you navigate into your videos of choice. These capabilities were critical for Autozone. 

Autozone further realized that dedicated “TV” pages were essential in order to ensure that the content is discoverable on Google search. Google has made it very clear that you must have a “standalone dedicated video page for each and every video” in order to come up on Google as Video Search Results. In fact, Google further notes that each such page must contain “all of its related information”.

The unique Social Commerce Intelligence generated on the TVPage platform ensures that all related product metadata from the products that are matched to any given video are properly indexed by Google, directly on the video’s respective TV Page.

This means that when products are searched on Google, relevant videos can now come up as video search results. Without shoppable TV pages and Social Commerce Intelligence, it would only be possible to search videos by Video Title or Description, which rarely contains the actual product keywords and phrases people are searching for.

Autozone Video Search Results on Google
Click to watch directly on Autozone.com

Autozone continues to grow and ingest new content daily. Each video is now discoverable on Google search so that Auotzone shoppers are able to search online, engage and directly add to cart, without any distractions from competing ads or other content on Youtube. 

About TVPage

TVPage enables shoppable content and salespeople beyond the limitations of physical stores by activating storefronts on ecommerce sites, where they post shoppable content. Salespeople drive traffic to their storefronts from their social audiences, generating new engagement and sales. Shoppable videos become discoverable on Google search. TVPage serves the entire experience, and directly reports on all sales. Salespeople earn a commission from their sales, paid directly on the app.