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Data Support for your eStore

Product Data Cleansing and Enrichment for Luxury Consignment eCommerce Store

The Client
A United States based Luxury Consignment and Resale Store

Project Overview
The client is a premier designer resale and consignment company who is selling luxury handbags, clothing, shoes, fine and designer jewelry. Our client is in the business from last thirty years, but she has started online retailing from 2007. According to their experience, in the past years she was selling online perfectly with increasing sale. But recently she had noticed a vertical decline in the conversion rate, only approx. 0.4% of the buyers visiting her online store were purchasing anything from it. This was about 7-8 times less than the average conversion rate of her website. After a deep analysis, she has realized that it was because of duplicate, incomplete and improper listings or product data. Because of ambiguities and gaps, the product data was not triggering shoppers’ confidence to lead them to the checkout page.

Challenges
Here are some key challenges we encountered while working on the project:

• There were many things to fix at the same time because everything from attributes, descriptions, images to categories were in need of enrichment.
• The product categories were inconsistent and duplicate, therefore tracing and remedying them was a very difficult and time-consuming task.
• As the range of products offered by client was mixed, we had to be assigned diverse spectrum of domain expertise to enrich the product data correctly.
• Identifying wrong product images and correcting them was also a big challenge because for this we have had to get familiar with the product lines.
• The client was running their store in loss for five months means there were strict instructions that the project should be turned around in the briefest possible time.

Solutions
To deliver best quality in each domain, we divided our product data cleansing and enrichment experts into four teams. There was an additional team to assist them for researching and capturing missing product attributes. Each team has audited their specific categories thoroughly and drew up a detailed plan to fix gaps, duplication and inconsistencies identified.

Our product data enrichment professionals have expanded abbreviations, corrected typos, and made the units of weights, dimensions / measurements and sizes consistent. Our copywriters have created unique, striking and keyword rich product descriptions. Moreover, our photo editors retouched and resized product images to make them uniformed.

Outcome
The project was turned around within the stipulated timeframe and client’s business health was restored successfully. Within a couple of weeks, the conversion rate of her e-commerce store increased by a good 35% and constantly improving. The client has now an up-to-date, accurate and uniformed database of products to convince and convert their shoppers into customers.

Alluring and original product descriptions created by our copywriters not just raised the page rank of our client’s eCommerce Store significantly but also given product pages an uncluttered look. We have made the process of managing and updating product inventory easy for them.