Spreetail is the #1 oversize accelerator specializing in big-&-bulky logistics and omni-channel marketplace management. We have seen first-hand the problems that many brands, including our partners, face when selling their products online. Between monitoring content across multiple marketplaces, optimizing imagery assets, and adjusting reseller variations, managing item listings correctly can prove costly. As a result, we have developed in-house technology solutions to enhance operational efficiency and customer satisfaction. Ultimately, our goal is to help our brands increase online sales while minimizing the challenges that stand in their way.
“Content can stay one way for six months and then change the next day. That's where we hear our brands are really getting frustrated. Now we have a tool to see changes, track them, and track performance. This is something that none of our brands have, and the feedback from them has been that they have been looking for something exactly like this.”
Lance Korell, Director of Listing Operations
We created a system that uses advanced image processing and AI to compare content across our catalog database and live marketplace listings. One part of this solution involves processing vectors to match images, while the other uses a trained model to recognize and categorize distinct types of images, such as infographics, lifestyle shots, and white background images. This technology works to streamline content management and provide the consistency our brands need in order to generate conversions and improve buyer experience.
Launched on April 12th, 2024, Listing Doctor has transformed our approach to listing optimization. Our dedicated teams meticulously track and adjust content matching and fidelity on our brand partner listings daily, revolutionizing our content optimization capabilities.
The introduction of these fidelity metrics has already created meaningful impact for our brands. With the ability to monitor daily changes, we can now detect issues immediately and begin casework without delay. This proactive approach has significantly reduced the time it takes to identify and resolve discrepancies, ensuring a smoother and more efficient process overall. What used to take weeks or months is now a task our team can implement in mere hours.
Desired optimization on a listing is achieved when the copy, creative, and variations match or exceed the quality within the Spreetail catalog. Our tool automatically matches and classifies both internal and external images, ensuring appropriate visuals. Spreetail's research shows that top-performing listings combine lifestyle, infographic, and white background imagery.
Our listing optimization experts use the Listing Doctor tool to select appropriate content, adjust copy, and perfect listings, with changes reflected directly on the live marketplace. This process is currently available only on Amazon, with expansions to other platforms in progress.
To prioritize work, we first monitor which listings need attention. Our team scores several aspects of a brand’s listing (copy text, creative imagery, variations, and feedback) using the Spreetail Listing Quality Score (SLQS). This score helps us ensure proper matching and optimization, and consists of the following areas:
Listing Doctor enables our team to promptly address matching issues, ensuring that updates are resolved within 3-5 days. This rapid response minimizes the negative impact on sales and reinforces the reliability and efficiency of our listing management process.
Utilizing this tool for brand partners, like ChargePoint, has significantly enhanced our ability to quickly optimize listings, streamline processes, and drive tangible results. Our collaboration identified listings with variation breaks and mismatched content (instances where Amazon’s content is of lower quality than what our team has provided), leading to a 25% sales loss. By promptly identifying and addressing these issues, we achieved a 12% sales lift, a 23% increase in conversions, and a 71% improvement in BSR.
Listing Doctor is transforming how we manage and optimize content for our brand partners across multiple marketplaces. Spreetail continues to pursue innovative technologies to ensure consistent, high-quality listings that boost sales and enhance the customer experience. Our proactive approach to tracking and addressing content discrepancies has significantly increased operational efficiency. As we expand this tool to cover more channels, we are committed to driving even greater success for our partners.
Our ecommerce experts—and every other employee—are focused on one thing: growing revenue for our brand partners. Worth a call to find out more?
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