How automated content accelerates the expansion of e-commerce

It is clear to all of us that omnichannel and e-commerce are now more than just a trend in the furniture trade. What was unthinkable until recently is now possible. Customers shop online. Even for furniture. However, this is only the case if the content offered by an online store is appealing, meaningful, and informative. High-resolution photos, explanatory videos, questions and answers, and, above all, detailed product descriptions help customers make decisions and thus ensure higher conversion rates.

You're probably already putting out feelers and getting your marketing ready for the channel of the future. But let's not kid ourselves, you've got a lot of work ahead of you. And you're probably still hesitant to tackle the biggest challenges. E-commerce is a content-intensive business, and that's exactly what many companies' marketing lacks.

Very few retailers have their own content departments, especially if they have mainly been brick-and-mortar businesses up to now. So do I now have to hire a content agency and put up with all the disadvantages that this process entails?

Content agencies work with hundreds of copywriters who sit down and write your text and create content. When time is of the essence—which is always the case—several copywriters work on your products at the same time. This almost always results in product descriptions that are inconsistent and vary considerably in quality. The more intermediaries there are, the less a copywriter earns per text. And even a stay-at-home parent can write copy. Quite simply on the side, when the children are asleep.

Corporate language is part of the brand

But even if the quality is right, aligning everything to achieve the desired tone of voice and style is time-consuming and labor-intensive. Many companies therefore think: Why not just use the text provided by the manufacturers? That would be very easy. After all, I already have this content in my system and just need to drag it into my shop. However, since many competitors in e-commerce think the same thing, a lot of duplicate content ends up on the World Wide Web. This duplicate content is recognized by Google and penalized. This results in your shop being downgraded in the search results. Annoying, isn't it? There is only one solution to this: take action yourself and write unique description. These are preferred by search engines and ensure that your site ranks high in the search results.

Which brings us back to the first problem. You don't have the time or resources to create your own content.

Content automation with rule-based interpretation options

And this is exactly where Text Robots and content automation come into play. It's easy to explain what they are. A Text Robot is fed with data (product attributes, categories, etc.). This data is used to generate text automatically, which the Robot then makes available to you via an API. This allows you to create appealing sales text. From very simple to complex descriptions – generated for you at the touch of a button via automation. Hard to believe, but true. Thanks to the advanced technology of our engine, rules are applied that allow even complex interpretations in the content.

Can a robot interpret?

Let's take a closer look at the basis—the Text Robot's input. You probably realize that attributes such as color, material, and size can be used to generate the following text:

“The red leather sofa with chaise longue is available in a size of 263 x 173 x 70 cm.”

But our Text Robot can do more:

“This season's hot trend: the color red. The red leather sofa not only looks chic, it also looks great in large rooms, and with the chaise longue, all your guests will have plenty of space.”

By establishing rules together with you, we can create statements that go beyond simple automated texting. This means you get text with clear added value for your customers. After all, your customers don't want to have to constantly pull out a tape measure when they're looking for a new sofa. And if they learn right away that the sofa is more suitable for large rooms, a customer with a small two-room apartment will probably not even consider it. The result is satisfied customers who are already excited when browsing your online store.

Release the content handbrake in your company

With uNaice and our Text Robot, you can solve one of the biggest problems in the retail industry of the future: content. We create the foundation for your e-commerce store so that you can go online quickly and easily. Our customers, such as Home24, demonstrate this: from 2,000 manually written product descriptions per month to 5,000 automated copies per month. And best of all: a conversion uplift of a substantial 21%.