Action

Action is an international discount retail chain, originally from the Netherlands, specializing in mainly non-food items at affordable prices. Their unique business model is primarily centered on physical stores that offer low-priced goods. This often results in shoppers entering the store for something simple, like batteries, but leaving with several items they hadn’t intended to buy.

Initially, there was little interest in selling products online since low prices meant that shipping costs could deter consumers from making purchases. However, in March 2020, the onset of COVID-19 disrupted Action’s traditional model, necessitating the closure of physical locations due to government regulations. This prompted Action to reassess its future viability amid uncertainty regarding the duration of these regulations, all while needing to continue managing expenses. Furthermore, it was noted that Action products were being sold at higher prices on marketplaces, simply due to convenience, thus indicating to the management that there was indeed demand for online availability of Action products, appealing to customers’ desire for convenience.

Challenge  

Action boasts an extensive assortment of products spanning numerous categories. Each of these products requires detailed labels and descriptions to assist customers in making informed choices. However, as a company primarily focused on brick-and-mortar sales, there was a notable lack of available product descriptions. With such a vast number of products, creating descriptions manually is not only labor-intensive but essentially impractical. Typically, similar items in the same category can share descriptive elements, yet given the vast array of categories Action operates in, this task becomes increasingly complex. Not only do the descriptions need to be informative, but they also have to be unique. Search engines, such as Google, penalize duplicated information, which means using identical text across the website can significantly harm its search engine visibility. Thus, the necessity for uniqueness in these product descriptions is paramount.

Solution  

Powertext.ai is an advanced text generation system that employs innovative algorithms to produce unique and high-quality product descriptions for organizations with vast product inventories. By inputting product data into Powertext, thousands of distinct descriptions can be generated with a single click. However, given Action’s extensive product database and variability across categories, a proof-of-concept was conducted to assess Powertext’s applicability for Action. The proof-of-concept proved successful and operated as follows: upon uploading new product data, the tool suggests a product category, which in turn allows unique descriptions for new products to be generated based on existing data within that category.

Action made the decision to enter the online market, enabling the brand to extend its reach beyond national borders. With Powertext.ai’s assistance, the retailer can now successfully market its products to consumers in various countries. This smart solution allows for the generation of product descriptions in several languages. As Action aimed to cater to customers in France, Germany, Poland, Italy, and the Czech Republic, the translation capabilities of Powertext.ai were especially beneficial.

Result  

Action is now equipped to furnish their entire online product range with unique and informative product descriptions. These descriptions enhance search engine discoverability, which can lead to higher conversion rates. Additionally, product descriptions can be quickly translated into all intended languages for the website, potentially enhancing the company’s success on an international scale.