By leveraging Akeneo's GenAI capabilities to optimize product descriptions and cross-channel content, KARL LAGERFELD saw a 5% increase in organic SEO traffic and a 16% increase in add-to-cart rates.
June 18, 2024, 9:00 AM EDT | Source: Akeneo
London, United Kingdom–(Newsfile Corp. – June 18, 2024) – Renowned designer's eponymous brand, KARL LAGERFELD, partnered with Akeneo, a product experience (PX) company and leading provider of product information management (PIM) solutions, to use artificial intelligence (AI) capabilities to increase organic SEO traffic to its product pages by 5% and increase add-to-cart rates by 16%.
KARL LAGERFELD continues founder Karl Lagerfeld's iconic vision and design aesthetic, integrating it with a contemporary, forward-thinking spirit. Its signature aesthetic combines classic Parisian style with rock chic and tailored silhouettes. Its portfolio of affordable, aspirational collections includes ready-to-wear, bags and small leather goods for women, men and children. Additional collections include watches, eyewear, footwear, fragrances, candles and fashion jewelry.
KARL LAGERFELD's immersive retail experience includes more than 200 monobrand stores worldwide, with key locations in Paris, London, Munich, Moscow, New York, Dubai and Shanghai. The brand further connects with consumers through a premium wholesale distribution network across Europe, the Middle East and Asia. Its online platform, Karl.com, serves 33 countries in 9 languages ​​and stocks approximately 1,800 products, which are updated seasonally every six months with new collections.
KARL LAGERFELD had already been successfully leveraging Akeneo’s leading PIM solution to deliver an accurate and consistent product catalog across all shopper touchpoints, and in 2024, they began using Akeneo’s native generative AI (GenAI) capabilities to support content creation, boost SEO performance, and transcribe the language of their product description pages across international markets.
The brand previously employed two external freelance copywriters, but after incorporating AI into its product experience workstream, KARL LAGERFELD transitioned to a single content editor with a strategically modern role that also includes fine-tuning the editorial of product content and providing feedback to continually improve AI prompts.
The process combines talent coaching with refinement of automated elements in tandem to ensure brand equity and customer experience are always maintained, as Yoko Fujimoto Shitar, Senior Manager of E-Commerce Trading at Karl Lagerfeld explains: “We are Karl Lagerfeld. We represent the designer, so our tone of voice is very important to our branding. AI can sometimes struggle to fully interpret the brand's tone of voice, so it's important not to lose that. That's why we still need human brand managers to tweak product copy.”
Shitar Fujimoto explains that the shift to a hybrid human-Gen AI model has given the brand a deeper understanding of its product content creation strategy, resulting in a product content guide that encompasses its entire product experience strategy. To date, KARL LAGERFELD has seen a 5% increase in organic SEO traffic to its product pages, a 16% increase in add-to-cart rates, and a significant reduction in costs associated with translation.
Justin Thomas, VP of Sales EMEA North at Akeneo, commented: “Karl Lagerfeld's embrace of the power of GenAI demonstrates the transformative nature of this technology, automating time-consuming processes and freeing up the company's key human resources to focus on creating a compelling brand and customer experience.”
About Akeneo
Akeneo is a Product Experience (PX) company and global leader in Product Information Management (PIM). We are creating a world where every interaction with a product is an experience that drives consumers and professionals to the best possible purchase, anytime, anywhere. Akeneo empowers business leaders through software, education, and a passionate community focused on the practice of Product Experience Management.
The world's leading brands, manufacturers, distributors and retailers, including Chico's, CarParts.com, TaylorMade Golf, Rail Europe and Kering, trust Akeneo to extend and customize their omnichannel commerce initiatives. Akeneo's intelligent product cloud enables companies to create advanced product experiences with user-friendly, AI-powered product data enrichment, management, syndication and supplier data onboarding, along with a comprehensive app marketplace and partner network to meet the needs of their business and buyers. For more information, visit https://www.akeneo.com.
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