CB Präsentwerbung is a leading supplier of promotional items. In their online shop and through other channels, the company, which was founded 40 years ago, sells personalizable creative promotional items.
eCommerce automation: How to automate content?
Every retailer carries out a large number of small tasks every day. All in all, it is a huge time investment. It is advisable for companies to make optimizations in the way they work. eCommerce automation helps you to save time, makes your business processes faster and easier and reduces costs.
What is eCommerce automation?
eCommerce automation is a software application or tool to complete tasks & processes automatically rather than doing it manually. This allows to focus on the important tasks and decision-making processes. Furthermore, time and costs can be saved.
You can use eCommerce automation to simplify some tasks of your business. For example:
- Accounting & Bookkeeping
- Customer Service
- Analytics & Data Collection
- Workflow Management
- Order fulfillment
- Marketing & Content
Traditionally, content creation a part of eCommerce automation has been an arduous, never-ending task. Wouldn’t it be great if the technology was involved in generating and maintaining high-quality, accurate and relevant product descriptions and category page descriptions to be completed automatically?
Used correctly, automated content provides exactly this, creating highly readable copy that can be altered or updated in minutes! Sounds too good to be true? Read on to discover how automated content is transforming the way in which eCommerce operates, providing a fast, responsive tool for keeping product data current, readable and accurate.
How does automated content work?
Structured Data – the basis for automated content creation
In the first instance, information from your product database (e.g. a PIM – product information management system – or MDM – Master Data Management system -) is used as the basis for automated content creation. Using a series of parameters, users then instruct the automated content tool on how to proceed. There are numerous variables which the software can use to refine ai generated product descriptions. The aim is to make it easier for customers to find what they need.
Grouping of products by variables
Products can be grouped by variables such as size, material, colour, style, purpose and various style features (for example, jackets may be categorised and described as: bomber; shearling; quilted; blazer; biker; leather; slim fit and so on). Once the project configuration is set up, the tool will automatically ensure that products that fall within a particular field carry the relevant information as part of the description. It is also possible to add evaluations, assessments and conclusions that appear in the text when a variable is true.
Automated content software can also be used to quickly make changes in literally thousands of different ai generated product descriptions at the same time.
For example, if all jackets are to be subject to 20% off for the day as part of a flash sale event it’s possible to change all jacket descriptions to reflect this change in a single transaction. This enables thousands of different jacket descriptions to reflect the fact that there’s a 20% drop in their price. The description does not need to be changed manually.
The ability to make wide-ranging changes in product data not only spans many different categories. It also allows changes to be made simultaneously even if the ai generated product descriptions and category page descriptions are in several different languages or relate to many different groups.
The set up is initially quite time-consuming. After setting up the first fields and parameters, it is possible to gradually refine and increase the number of commands given to the tool to create automated content.
There are numerous advantages:
How can automated content be applied?
Automated content can be used in a variety of other ways, depending on the type of data needed.
Automated content works best when it is applied to a set of different products which, nevertheless, have similarities. Rather than note down characteristics such as style features or material benefits separately on each relevant description. Automated content allows you to display a relevant characteristic on every project. The characteristic is covered by inputting a rule set.
For example, it’s possible for every jacket which is manufactured using a breathable fabric to have this attribute stated as part of the product description. Ideal for ai generated product descriptions, due to the rule-bound nature of much of the material used in these pieces of copy.
Create far more than simply product descriptions
Depending on the type of automated content software it’s possible to create far more than simply product descriptions.
- Create stories about product categories.
- Provide concise summaries regarding the information available on various product groups.
- Generate more generic information such as the summaries for various categories.
- Some automated content tool is capable of producing highly sophisticated content material, which is tailored to your needs through the use of artificial intelligence (AI).
- Social media content generation can be used to improve engagement across multiple social platforms.
- There is also the potential for automated content to be expanded to include not only the written word but also videos and still images.
Who uses automated content?
In today’s highly competitive online business environment, automated content can be helpful for many companies in eCommerce. Your data can be more responsive, accurate and relevant than that of the competition!
Automated content is of particular use for sellers who have a large volume of products which are virtually impossible to control and update manually. Particularly if the products span a number of different categories. Or have an international reach which requires that descriptions are translated into several different languages. Automated content is a vital tool that can ensure data remains relevant.
Ideal for amazon sellers, automated content can also be used by almost any organisation or business that sells a variety of different products online. Whether businesses want to improve the quality of the information they give customers or widen their use of automated content to enhance other areas of the customer experience. The software is a versatile tool that can make a positive difference in a variety of ways.
AI and increasing automation are strong trends within the eCommerce environment.
The rise of automated content is seen as a way to “do more with less” whilst letting AI take the strain. Driven partly by a need to keep pace with customer demand, as well as the necessity of enhancing the customer experience, keeping overheads to an absolute minimum and optimising sales in a demanding and sometimes hostile setting. As time goes on, it is expected that automation is likely to take over a growing share of work which is currently completed manually. Automated content is a good place to start a more efficient and high functioning future.
Is Automated Content in eCommerce for me?
If you think automated content in eCommerce might be the ideal choice for your requirements, you’re not alone. Join countless businesses bringing ai into their day-to-day processes. Contact us today to find out more, or take a look at our existing content and articles to learn a little more about what automated content in eCommerce could do for you.
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