How Ghirardelli Is Automating Product Content Optimization
Ghirardelli Chocolate Company is strengthening its e-commerce strategy and taking the next steps to increase product creative and marketing effectiveness through a new conversion optimizer app.
In doing so, the company is able to leverage visual content analysis and apply the findings directly to its catalog in a quick, automated way, Pam Perino, Ghirardelli digital content operations and development manager, shared with CGT.
Developed by Vizit, the app integrates into product experience management platform Salsify, and Ghiradelli has been using it to decipher what content should be displayed on its Amazon product detail pages based on what is likely to resonate with the preferences of its niche target audience.
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“I can quickly access the app and see firsthand how our content is stacking up on the digital shelf,” says Perino.
The conversion optimizer app analyzes the appeal of images on a product detail page and automatically reorders the carousel to display the most appealing visuals first. This means Ghirardelli, which is owned by Lindt & Sprungli, doesn’t have to spend marketing budget testing different layouts.
“By applying visual AI to our content, we have a definitive understanding as to what content needs alterations and why,” Perino says. “The app is essentially a 24/7 digital merchandiser, constantly working to ensure we’re putting the most effective visual content in front of our customers.”
The small beta test has already led to a conversion uplift across key products.
“We’re looking forward to applying this strategy to additional products in our catalog,” Perino says. “Now that we know the results skew positive when testing a small group of products, expanding the approach to our additional products can have a huge impact on consumer retention and commerce experience.”
The benefits of AI on product pages have prompted Ghirardelli to pursue expanding use cases, testing RoughDraftPro, a Salsify partner, to automatically create compelling product descriptions based on the rules of various retailers. That functionality is expected to be especially helpful in updating seasonal core content.
“AI is a powerful tool for e-commerce when applied correctly, but this can’t be done without cross-functional buy-in,” Perino says. “We’re excited about the opportunity AI provides us, but it’s only possible with the support of everyone who touches e-commerce initiatives, including legal and regulatory.”
