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BEAUTY

Shalion x Personal care category

A major consumer goods company discovered, through monitoring, that a large portion of its deodorant products lacked descriptions on product detail pages (PDP) in a leading retailer’s online store.

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Action:

Conducted ongoing monitoring of product descriptions across the company’s portfolio in the retailer’s online store.
Conducted ongoing monitoring of product descriptions across the company’s portfolio in the retailer’s online store.
Found that in January, only 65% of the company’s products at El Corte Inglés had complete descriptions on their PDPs.
Found that in January, only 65% of the company’s products at El Corte Inglés had complete descriptions on their PDPs.
Used the platform to identify and track products with missing descriptions, collaborating closely with the retailer to update these listings.
Used the platform to identify and track products with missing descriptions, collaborating closely with the retailer to update these listings.

Result:

By early March, the proportion of products with complete descriptions rose to 97%.
By early March, the proportion of products with complete descriptions rose to 97%.
This improvement contributed to an increase in organic search share for the main category keyword, “deodorant,” from 27% to 31%.
This improvement contributed to an increase in organic search share for the main category keyword, “deodorant,” from 27% to 31%.
Sales performance improved due to enhanced product visibility and information.
Sales performance improved due to enhanced product visibility and information.
Ongoing tracking was maintained via the platform’s Selected Items module, Perfect Store menu, Visibility module, and Search menu.
Ongoing tracking was maintained via the platform’s Selected Items module, Perfect Store menu, Visibility module, and Search menu.
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