Optimizing for the E-tail market: AI-Enhanced Beauty Listings
The online beauty industry is expected to hit $45B. With this in mind, brands are competing to capture both new and repeat customers. Clear specs and product details become increasingly important as first-time purchases are made online instead of in-store. Multiple top 100 brands partnered with us to enrich a catalog of over 100,000 products and overcome market obstacles. Here’s the story.
The Challenges
Capturing Consumers Early
According to one study, 70% of online beauty shoppers make purchases at least once per month. Consumers in the beauty market tend towards routines, so capturing their share early is important for maintaining consistent sales.
Once shoppers find the brand they love, they just keep buying. (We call this turning browsers into buyers, AKA developing brand loyalty). Around 50% say they will continue purchasing the brands they currently use.
Product Visibility
The shift towards online sales on major retail platforms has introduced a significant challenge for beauty brands: product visibility. Without the ability to stage a physical shelf, products only shot to stand out are the individual product pages. On an overcrowded digital shelf, products can easily get lost amidst competitors.
As online shopping becomes more ingrained in our culture, consumer search trends towards long-tail keywords. Showing up for these niche, high intent searches is where many brands struggled, affecting sales and brand growth.
Solution: AI Enrichment of Attributes and PDPs
The brands employed AdVonAI to address these challenges. By enriching attributes, and updating product descriptions (PDPs) to improve searchability, the brands appealed to new and existing customers.
AdVon’s solution takes existing product data, market data, and images to optimize products for the consumer. The solution uses AI to target what consumers are searching, rather than optimizing without purpose.
Let the results speak for themselves:
Visibility
Overall
Updating product attributes has significantly improved the discoverability of beauty products for 90% of the enrichment scope.
- Nearly 4,000 products saw a 21% increase in new top 100 placements for relevant keywords.
- The average search rank improved by 24 positions making it easier for consumers to find, engage, and ultimately purchase products.
By Category
These results highlight the importance of optimizing product attributes in a way that appeals to particular product categories. By doing so, beauty brands can significantly enhance their products' discoverability, attracting more customers and driving sales.
- Hair Extensions experienced an 80% increase in visibility.
- Body Care Sets saw a 208% boost.
- Shampoos also benefited with a 37.5% improvement.
Retailer Compliance
It can’t be overstated how important compliance with retailer standards is when updating product catalogs. Meeting strict retailer guidelines means products can surface higher, are eligible for paid placements, and appear in more retailer promotions.
- Brands saw an average 13% increase in quality score, improving the number of products that meet optimum standards from under 3,000 to over 15,000.
- Out of all products, 94% saw an increase, indicating that anywhere data was found, there was a performance increase on this retailer’s site.
Sales
Taking all of these wins into account, the most telling metric of success is the bottom line.
- The brands saw a 29% increase in the first 30 days after enrichment. Two weeks later, it rose another 3 percent.
- For all 90,000+ products, this represented 2.2M in additional sales.
Conclusion
Investment in AI enrichment led to real, tangible results for the brands represented. Being able to optimize more than 90,000 products in under two months led to an increase in incremental sales that paid for itself within 30 days of completion.
Increases in discoverability and retailer compliance led to striking increases in sales, and positioned products to overcome the changing demographics and consumer trends that prevent some from success but allow others to thrive.
Increase in Sales over 30 Days
Products that saw an Increase in Quality Score
Average Search Rank Improvement Across All Keywords
Solutions Used
Attribute Enrichment
Product attributes are, by definition, the defining feature of products. When consumers are searching, they do so by attributes. Size, weight, durability, number of pieces, etc. These are what consumers use to find products, whether through organic search, or through filtering on an online retailer. AdVon uses AI and human-in-the-loop verification to make sure that all your data is utilized so that the most products meets the most purchasers.
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