Automated Product Texts at Schäfer Shop

Reading Time: 3 minutes Harry Olfert was available for an interview about his work with AX Semantics. His experiences are certainly interesting for everyone who is involved in content creation for products.

1. Please introduce yourself to our readers.

My name is Harry Olfert and I am 40 years old, married, and the father of three children.  Since 2005 I have been working in the field of Product Information Management (PIM). Initially, I worked in a purchasing and marketing cooperation, where I was involved in the development of a PIM system as well as setting up and managing the corresponding department. Later, I built up the sales work of a Mobile Device Management (MDM) provider. Since the beginning of 2017 I have been at the Schäfer Shop in Betzdorf, Germany.

2. What is your role at Schäfer Shop?

As head of content management, I am responsible for the process from product data on-boarding to completion and transmission to a wide variety of channels. Of course, this also includes the strategic development of the content.

3. The importance of content is undisputed. Which concrete goals do automated product descriptions help you achieve?

We know that the retail trade is constantly in motion and that we therefore must focus on the needs of our customers when selecting our product ranges. As a result fast response times are absolutely essential. We asked ourselves how we could significantly shorten the “time to market” and at the same time improve the quality of our product data in such a way that the customer enjoys ordering at the Schäfer Shop. We set high standards for our content, so that sometimes up to an hour is needed to write new product text–too long to meet our requirements. Thus the original goal was to increase the speed drastically by means of automated text generation. Furthermore, we pursue the goal of using the competence of our copywriters in the content team for the work on our text. Automation frees people from rote tasks. In this way it empowers the copywriter to deal with product characteristics and to incorporate answers to questions that the customer purchasing. In addition to speed and quality, we also pursue economic goals. Due to the lower costs, we easily optimize the descriptions more frequently and are therefore always up to date. Here is an example for a product description generated with the software from AX Semanticsschäfer

4. How did you convince the company of the benefits of automated text creation?

That was easy. First of all, at the Schäfer Shop, we address topics that we think will still be useful in 5 years and beyond. This means that there is always a healthy curiosity to try something new. On top of that there were very promising statements from you and your software, which convinced us in terms of their content. Since there was practically no entry barrier due to the modern price concept, we got started quickly. 

5. What has happened at Schäfer Shop as a result of this innovation?

I believe the most important development is that we are discovering more and more potential.  Large quantities of new articles will not create bottlenecks in the text in the future. 

When we “pressed the button” for the first time for a category with approx. 600 articles and 10 minutes later received top-quality text as a result for these 600 articles, we were really astonished, and the last skeptics were silenced. Our copywriters work more closely with the product managers. They build up product competence, learn what really matters, and advise our customers increasingly better through optimized content.

6. What are your plans for the near future?

First, it is now about finishing the templates for the whole assortment. At the same time, we are working on integrating other languages in order to be able to offer our customers abroad perfect product descriptions.

Thank you for the interview and the nice insights into the work at Schäfer Shop. I am happy to share further experiences with AX Semantics.

For more reports about the experiences with our software and the Hybrid Content Editors, have a look at the interview with Bernd Vermaaten from billiger.de.

Watch this video to learn more about Schäfer Shops's work with AX Semantics

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Congratulations - your use case has huge potential to make content creation with AX Semantics faster and easier. You can generate texts in up to 110 languages and streamline translation processes.

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Nice Use Case for our software! With AX Semantics, these things can be excellently generated automatically and thus save a lot of resources. To automatically generate texts, our tool needs data as an information base.

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With AX Semantics, data-based written content can be excellently generated automatically and thus save a lot of resources.

However, you only need a relatively small amount of text. Our tool, instead, is more worthwhile the larger the amount of text you need – or to realize completely new content formats which cannot be implemented manually due to time constraints.

If you are curious, feel free to take the free tour through the tool and see if it might be worth it for you.

With AX Semantics, data-based written content can be excellently generated automatically and thus save a lot of resources.

Our tool is more worthwhile the larger the amount of text you need – or to realize completely new content formats which cannot be implemented manually due to time constraints. Have you ever thought about category texts? Or personalized newsletters?

Take the free tour through the tool and see if it might be worth it for you.

AX Semantics is normally used to bring your data into written content. Signup for the free tour and see how that works with a real example - and then let's see together what we could do for you?

You have the best prerequisites to make repetitive writing faster and easier with AX Semantics. Number-based reports, studies or forecasts can be automated excellently with AX Semantics and thus save a lot of resources.

Sign up and start the free tour through the tool!

Using AX Semantics can save you a lot of resources. To automatically generate texts, our tool needs data as an information base.

Let's have a conversation to find out what information could serve as a basis for your texts.

Just fill out the form and one of our content experts will contact you!

With AX Semantics, category or product content can be excellently generated automatically and thus save a lot of resources.

However, you only need a relatively small amount of text. Our tool, instead, is more worthwhile the larger the amount of text you need - or to realize completely new content formats which cannot be implemented manually due to time constraints. Have you ever thought about category texts? Or personalized newsletters?

If you are curious, feel free to take the free tour through the tool and see if it might be worth it for you.

With AX Semantics, listing content can be excellently generated automatically and thus save a lot of resources.

However, you only need a relatively small amount of text. But this can be used in real time applications, driving your users to signup faster and better!

If you are curious, feel free to take the free tour through the tool and see if it might be worth it for you.

With AX Semantics, category or product content can be excellently generated automatically and thus save a lot of resources.

Our tool is more worthwhile the larger the amount of text you need – or to realize completely new content formats which cannot be implemented manually due to time constraints. Have you ever thought about category texts? Or personalized newsletters?

Take the free tour through the tool and see if it might be worth it for you.

With AX Semantics, listing content can be excellently generated automatically and thus save a lot of resources.

Our tool is more worthwhile the larger the amount of text you need – or to realize completely new content formats which cannot be implemented manually due to time constraints. Have you ever thought about real time applications, driving your users to convert faster and better?

Take the free tour through the tool and see if it might be worth it for you.

With AX Semantics, written content can be excellently generated automatically and thus save a lot of resources.

Our tool is more worthwhile the larger the amount of text you need – or to realize completely new content formats which cannot be implemented manually due to time constraints. Have you ever thought about real time applications, driving your users to convert faster and better?

Take the free tour through the tool and see if it might be worth it for you.

With AX Semantics you can bring your data into written content. Signup for the free tour, and see how that works with a real example.

AX Semantics is normally used to bring your data into written content. Signup for the free tour, and see how that works with a real example. - and then let's see together what we could do for you?

AX Semantics is especially worthwhile to use it if you create a lot of repetitive content. In terms of content, the texts you create always say something different, but the "events" repeat themselves. And that is also the point at which the tool scales.

Blog posts are usually not repetitive and not based on structured data. Therefore the implementation of blog posts is not the optimal use case.

If you are curious, feel free to take the free tour through the tool and see if it might be worth it for you.

This is Data: Data

Your use case might not be ideal to use text automation

Why? Our tool follows the rules resulting from the underlying data when generating content. For example, these can be tables with product, weather or other event data. If no data is available, the software does not know what to write about - therefore data is the basic requirement.

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