AI-generated product texts for HEMA.
Sector
(Online) Retailer
Products
30,000+
Employees
17.000+
We have configured and implemented the PowerText.ai module of the PowerSuite.ai solution to automatically generate SEO-optimized texts. HEMA generated more than 4000 product texts for their ‘good idea’ campaign, saving over 900 hours of writing work, which translated into a cost saving of more than €22.000. The texts were not only of high quality but also contributed to brand experience and customer satisfaction. HEMA was very satisfied with the collaboration with PowerText and plans to use PowerText in the future for their product texts.
Background
Since 1926, HEMA has been a trusted, quintessentially Dutch brand that holds a strong position in the retail market. With over 30,000 products and services in their modern and extensive range, HEMA’s 17,000 employees strive to improve people’s daily lives in a more beautiful world. Their products combine tradition with modern trends and are affordable and of good quality. HEMA is not only active in the Netherlands but also in Belgium, Luxembourg, France, Germany, and Austria.
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Product texts generated
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Hours of writing saved
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Costs saved
The challenge.
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Manual revision of thousands of product texts.
With the introduction of the Corporate Sustainability and Responsibility Directive (CSRD), HEMA was required to emphasize the sustainability of their products in their texts. This meant a revision of thousands of product texts. HEMA actively takes steps to become more sustainable, but with the 'good idea' campaign, they also wanted to give consumers sustainability tips about their products.
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Time consuming product research.
Writing these texts was a time-consuming and repetitive task for HEMA's copywriters. They had to search for the right information for each product, formulate the text, and check it for spelling, grammar, and consistency.
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Match a campaign specific tone of voice.
Additionally, the texts had to match HEMA's tone of voice and house style. On average, this took a quarter of an hour per text, and HEMA needed more than 4000 texts for their 'good idea' campaign.
Our solution.
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Leverage Generative AI for product texts
HEMA decided to use our module PowerText (submodule Generative AI Text). This innovative tool uses artificial intelligence to automatically generate texts based on a text prompt.
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Assist copywriters by providing them with a toolkit
With PowerText, HEMA just had to enter the name of the product, the certification mark, and the desired copy guidelines, and PowerText did the rest. PowerText created a unique, error-free, and compelling product text within seconds, meeting HEMA's guidelines.
We support HEMA's copywriters, but we don't replace them. We provide them with a toolkit that allows them to work faster and more efficiently, and to focus on the bigger picture. Instead of writing texts on an assembly line, they can now focus on devising copy guidelines, fine-tuning the texts, and measuring the results. -
Include useful tips in product descriptions
Moreover, sustainability tips were seamlessly integrated, allowing HEMA not only to comply with legislation but also to provide educational value to their customers.
The result
PowerSuite has empowered HEMA to...
Streamline content creation
Copywriters can effortlessly generate thousands of high-quality, campaign-specific product texts.
Drive cost efficiency
Reduced costs by more than €22,000 through automation, while maintaining brand voice and consistency.
Elevate product experience
Integrated sustainability tips into product descriptions, combining compliance with customer education.
