E-commerce

Vårdväskan Strengthens Community and Boosts Conversions with Interactive Video

From creative campaigns to guiding customers — interactive video now plays a key role across the entire e-commerce experience.

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About Vårdväskan

Vårdväskan is a leading Swedish e-commerce brand for healthcare professionals. Known for their colorful workwear and personalized products, they’ve cultivated a strong community rooted in care, personal expression, and professional pride.

From the start, Vårdväskan has aimed to be more than just a webshop — their mission is to empower healthcare professionals and create a community where customers feel seen, heard, and valued.

The Approach: Smart interactive video touchpoints throughout the experience

Vårdväskan implemented Life Inside to power a variety of initiatives across their site. One standout example is a creative campaign using Video Collector — a simple, automated way to collect customer videos post-purchase.
Customers are encouraged to submit a short video review of their product in exchange for a 25% discount on their next order. The ask is made via:

A QR code printed on flyers included in every order
A dedicated landing page: vardvaskan.se/kund-recensioner
Pop ups on selected pages on their website
An email journey where everyone who made a purchase are included and gets encouraged to share a video review

But that’s just one of many use cases. Vårdväskan also uses Life Inside to:

Show real customer reviews on product detail pages

Guide users with videos for size selection (e.g., compression socks)

Help customers design personalized name tags

Introduce corporate clients through video walkthroughs, featuring their B2B manager and product kits

The Impact

Even in the early stages, the video content has already generated strong engagement:

+380k

Video impressions

19 379

Plays - a 5% play rate

28 594

Interactions

+94h

Of total watch time by customers

Why video matters

The ability to collect, publish, and place videos contextually — with minimal manual effort — has unlocked a new layer of customer insight and conversion potential.

“Now that we can implement video in a simple and natural way across the site, we’re planning more strategically for what kind of content to place where, to maximize relevance.”, says Sebastian.

For Vårdväskan, the combination of text reviews and video creates a more complete, trustworthy customer experience. While the threshold for submitting a video is naturally higher, the value it delivers — in authenticity, emotion, and clarity — is equally higher.

“Video reviews have huge value — not just for potential customers, but for us as a brand. It’s a way to educate, inspire and connect on a more personal level.”

What Vårdväskan says

"Life Inside is a new way to create value for both companies and customers — through personal, relevant video."

- Sebastian Gustafsson, Vårdväskan

What’s next?

With a smoother way to collect UGC and integrate video across the experience, Vårdväskan is already seeing new possibilities — from scaling influencer collaborations to testing new content formats that support both discovery and conversion.

“It’s still early, but we now have a simple, automated setup that lets us reward contributors with discount codes, and reuse that content wherever it fits best.”, says Sebastian.

Key Takeaways

Interactive video is now part of the full customer experience, not just marketing
QR codes and automation lower the threshold for video collection
Personalized video content builds trust, improves guidance, and boosts conversion
Life Inside’s flexibility allows Vårdväskan to plan content more strategically by page and purpose

Want to activate your customers with video like Vårdväskan?

👉 Let’s talk about how Life Inside can help.