We worked with the distributor’s e-commerce team to understand its former content process. After a thorough content audit, we proposed a revised content workflow.
We also introduced a Minimum Viable Content (MVC) framework which identified some mandatory content requirements such as product name, image, objective text (key selling points), and description. Every SKU onboarded had to fulfil these MVC requirements. Compliance of these guidelines were ensured through regular and timely checks.
Our recommendations include updating the distributor’s Product Information Management (PIM) system, as their current legacy PIM had several limitations. We helped the distributor evaluate and smoothly transition to a new PIM system and were able to gather product information from multiple data sources to enrich product content. We further enhanced this content with relevant keywords, which were extracted from competitor and consumer data.
Our use of machine learning enabled the rapid onboarding of SKUs at scale. Finally, certain metrics were put in place to track and measure the impact of complete and enriched content.
Before and After