Machine-generated text creation is a relief for copywriters and content managers in e-commerce. Anyone involved in writing texts benefits from it. There are two key technologies: generative AI and rule-based data-to-text systems. Most have already had their first experiences with generative AI, most notably GPT. But how do these two technologies differ in terms of […]
The Case
Stephan Bayer, CEO of the company, invests a lot of energy in the strategy of making a difference in the online market for his customers and thereby compete against the big e-commerce giants like Amazon, eBay and Co. More than 25,000 items in Metav's online store require precise product descriptions for this to happen. This enables Metav customers to make better purchasing decisions. And Metav goes one step further - personalization in the texts enables the online retailer to provide even more specific and individual advice and improves conversion in the store by up to 57%.
The Challenge
As for many online retailers, it is a major challenge for Metav to present the products in the store in an appealing way and to support the purchase decision with an appropriate product description. Stephan Bayer considers describing the highly technical, very similar products with their fine differences to be a significant advantage, but at the same time this was a task that could not be adequately managed with his team of 4. In addition, Metav's CEO is always looking for ways to make his team's and customers' lives easier through technology.
Their goals:
- Improvement of online purchase recommendations through personalized product descriptions.
- Simplify the precise, correct description of the similar products.
- Maximally reduce effort for creation, maintenance, updating of product descriptions.
The Solution
Metav's managing director, Stephan Bayer, was looking for technologies that make the writing work for the product manageable, less time-consuming and optimizable. The company therefore uses AX Semantics to automate product descriptions. In addition Metav uses AX Semantics Personalized Commerce for the personalization of product descriptions. With the tracking tool "Metrics" integrated there, it can measure how users interact with the text and how the conversion performs.
Content automation
They can provide structured data for their products. This allows them to create, optimize and update clear, precise product descriptions for all their tools using AX. Thus, the content is precise, always up to date and responds better to customer questions - also a strong plus point for search engines. The time savings for the team are enormous, and finally it is a joy to put products online.Content personalization and measurement
With the personalized commerce extension in AX, they can address each visitor individually depending on their interest and measure the interaction and the success of the texts. This allows the store to respond to customers more individually and provide better advice online.Integration into their system
They are working on a fully automated workflow to Shopware to resolve the manual effort of data import and export.
Automated product description with personalized introduction in the Metav Shop
The Results
Metav Werkzeuge GmbH feels measurable effects from the automation and personalization of the texts. The personalization resulted in an immense increase in conversion and a significantly stronger interaction of the visitors with the texts. The effort for the optimization and the creation of the product texts is massively reduced. In addition, the team enjoys working with product descriptions much more.
