CASE STUDY: How Eijerkamp prepared ‘Hero’ products for Peak Season using Products AI
About Eijerkamp
- Eijerkamp is a furniture shop with physical stores in Veenendaal & Zutphen. Eijerkamp offers a wide range of furniture from more than 250 well-known brands
- Founded in 1928
- Headquarters in Zutphen (Netherlands)
- https://www.eijerkamp.nl/
About Adwise
- Adwise – Your Digital Brain is a full-service digital marketing agency specialized in accelerating online businesses.
- Founded in 2005
- Headquarters in Almelo (Netherlands)
- https://www.adwise.nl/
About Producthero
- Software vendor for Shopping Ad tools
- Comparison Shopping Service (CSS Google Partner)
- Headquarters in Amsterdam (The Netherlands)
- Producthero.com
Challenge: Significantly improve the product feed quality in time for peak season
Eijerkamp faced significant challenges due to the poor quality of their existing product feed. Titles and descriptions were incomplete, and numerous key attributes were missing. With the crucial peak season fast approaching, it became evident that enhancing the product feed was a top priority to maximize the potential for increased clicks and conversions.
Approach & implementation
Since Eijerkamp is an omnichannel business, the Adwise team had to decide whether to optimize products based on online or offline performance. Because their goal was to grow Eijerkamp’s share of online sales, they decided to start with “hero” products—those known to perform exceptionally well online.
To identify these “hero” products, the team used Products AI’s advanced filtering options. Specifically, they relied on the ‘Label’ filter (see image below).
After filtering and selecting the products for bulk optimization, the team moved on to the next step: fine-tuning the optimization settings. Specifically, they applied the following adjustments:
- ‘Hard Goods’ Title template
- Dutch language
- Intermediate level of AI creativity
Additionally, they included this customized prompt:
“Include the style group of the product in the title.
Separate each attribute with a pipe
Do not exceed more than 150 characters
Do not exceed product type with more than 5 layers.”
Results
By optimizing certain products with Products AI, Eijerkamp achieved a significant increase in impressions and clicks, ultimately enhancing the visibility of their Shopping ads in just over a month:
- +35.6% impressions increase
- +28.5% clicks increase
1,137 products were optimised in this first round.
Future actions
Currently, only 10% of the complete feed has been optimized. The next step is to optimize the remaining products as well. Ideally, they will tailor the product titles to better align with specific target audiences. Since not all of Eijerkamp’s products are suitable for every customer, Adwise team plans to highlight different aspects of each product in the titles to appeal to the right audiences.
Client testimonial by Eijerkamp
“Next to the fact that we saw a huge increase in both clicks and impressions, Products AI took a lot of work out of our hands. Due to time constraints, we were not able to get better product information out of the back end of Eijerkamp, and therefore we could make huge steps towards a better product feed with little manual effort.” Dennis Westerbeek, Teamlead & Senior Digital Advertising Marketeer at Adwise.
