January 18, 2021
Crutchfield and TVPage
How to Populate an Ecommerce Catalog with Video, at Scale.
In 1974, when Bill founded Crutchfield in the family garage in his hometown of Charlottesville, Virginia, he was really trying to fix a problem he'd experienced as a customer: how do you figure out which aftermarket car stereos and speakers will work in your vehicle? He came to the conclusion that expert information, shared by people who really cared about problem-solving, was the answer. More than 6 million customers later, those principles continue to drive the business.
Crutchfield has grown to employ over 600 people in their home state of Virginia, built tools like the Outfit My Car tool and an interactive 25,000-vehicle-strong Vehicle Fit Database, and other technological innovations are all led by the ability to advise and guide consumers, steering their shopping journey.
Crutchfield’s Founder and CEO communicating through video on Crutchfield.com
With the turn of the century, eCommerce started growing and the company quickly realized that they had to turn on the mission of fueling their online catalog with video content, in order to continue to support their vision of providing a guided journey - the right experience - for their consumers.
The biggest challenge was that their catalog contained hundreds of thousands of SKUs. How in the world would they be able to manage and scale content to support all of their SKUs and ensure that the right video was in front of the right consumer at the right time.
Crutchfield was looking for a platform to handle video and social engagement, designed strictly for commerce and a very large catalog. They quickly realized that TVPage was the right choice; a match made in heaven. TVPage is not just another online video platform. 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 and manage extended video coverage across the catalog. This means that Crutchfield would suddenly be able to query an API that would return the right product for any given video to purchase right there, while the consumer is watching!
Crutchfield was now able to finally bring video and commerce together in the most complete way. The most important aspect for Crutchfield was dynamic delivery of content. They already had a massive path to create content by their salespeople and could also conveniently source content from vendors on the TVPage platform.
They realized how important both the Matching Engine and Recommendation Engine were to achieving their goals. They recognized the high importance in delivering the right videos for each and every product because in many cases they had many more than one video per product to choose from.
Video Playing on a Crutchfield Product Page
The highest converting matching video for the product is
dynamically selected by the TVPage engine
Crutchfield continues to grow their pool of content on a regular basis, and can rest assured that all content will dynamically appear in front of the user when and where needed, at the right moment in the funnel. With video-powered visits continuing to drive the highest conversion rates on Crutchfield.com, the company is able to consistently achieve and maintain the optimal experience for it’s users, now online.
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.