How did one of France's leading childcare and baby gift retailers turn its video content into a measurable conversion driver?
without a redesign and without dedicated production.
Berceau Magique caters to parents looking for quality products for their children, as well as loved ones wanting to give a gift. The brand invests significant time and budget into creating content and collaborating with creators, but these videos were previously confined to social media, with no measurable direct impact on conversion.
Berceau Magique offers the widest selection of childcare products and gifts for babies and moms in France. With hundreds of brands, thousands of items, and a unique purchasing journey—where buyers are rarely shopping for themselves, often doing so for the first time, and needing reassurance before checking out—the standard product page quickly reaches its limits.
A packshot photo and three lines of description don't answer the real questions: Does it fit in a 3-year-old's hand? What does this nightlight look like in a bedroom? How big is this backpack on an actual child?
All content created and published by Berceau Magique is automatically syndicated and then distributed directly into the shopping journey
A Web Stories carousel placed high on the page, immediately below the navigation, seen by a maximum number of visitors.
The product page is where video content has the greatest impact on purchasing decisions and conversion.
The two most popular entry points for undecided shoppers, where inspiration matters more than search.
Each video opens in a transactional player: visitors see the featured products appear below the shoppable video.
This is the invisible part of the system, and what makes it sustainable: two automated channels that feed the catalog with videos, image rights included.
A few days after delivery, the customer receives a co-branded email featuring the Berceau Magique look and feel. One click opens a personalized upload page: they select the product, upload their video, and if they are on a computer, a QR code allows them to switch to their phone to film and send it directly. Usage rights are included in the upload process.
The second channel gathers content from customers and creators who mention the brand but cannot be used without permission. Reelast automates the rights request process, allowing creators to grant consent in just a few clicks, eliminating manual management for the brand.
473 minutes of total watch time over the month: nearly 8 hours of product attention gained. A 72.3% viewability rate confirms that the placements are seen, not relegated to the bottom of the page.
12,595 unique product widget views, 1,850 plays. An order of magnitude higher than what is typically observed on an equivalent static content block.
11% of revenue for the period is attributed to visitors who viewed video content via Reelast.
‘’Reelast nous a permis de donner une vraie place à la vidéo dans notre parcours d'achat, en valorisant et en réutilisant des contenus UGC ou des contenus produits pour les réseaux sociaux. Cela nous permet aussi de créer facilement de courtes vidéos montrant les produits en situation réelle, leur utilisation et leurs fonctionnalités. Là où un visuel packshot est trop statique, la vidéo aide davantage nos clients à comprendre le produit, ses usages et à se projeter dans leur quotidien et s'inscrit d'avantage dans un parcours mobile. La mise en place est simple, et nous pouvons désormais mesurer concrètement l’impact de ces contenus sur l’engagement et la conversion.‘’
A €10 voucher returns to revenue as a repeat purchase, creating something a studio cannot: a real child in a real bedroom, using the actual product.
Without automated consent, collection is unmanageable. With Reelast, it keeps pace with orders, and every published video has traceable authorization.
"Get inspired by video" sounds like branding. Here, it's a line of attributable revenue, with a transparent methodology and a dashboard accessible at all times.
Visitors now expect the same richness and quality of content on e-commerce sites. Reelast integrates these new habits directly into the shopping journey.
Attributed revenue combines two types of attribution, distinguished in the dashboard: influenced: the visitor clicks on a product from the video player and then orders it, and indirect: the visitor is exposed to video content during their session and then orders within the same session.
Conversion uplift compares the conversion rate of exposed visitors to that of non-exposed visitors over the same period. Period analyzed: rolling 30 days, July-August 2026
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