Case Study Highlights
The Challenge
In 2022, A.L.C., an advanced contemporary brand primarily known for dresses and some key iconic styles, wanted to improve the discoverability of its broader product range to drive growth.
Customers primarily found a limited selection of key dress styles through organic and paid search, hindering the brand’s efforts to expand into other categories like sweaters and trousers.
That’s when Hilary Peterson, the SVP of eCommerce and Digital Advertising at A.L.C., reached out to Lily AI.
The Solution: Lily AI Product Content Optimization
A.L.C. partnered with Lily AI to enhance its product attributes and improve search performance, starting first with on-site search and then expanding into Google, both paid and organic.
“Pretty much right away in 2022, we added the attributes to our product catalog, and we saw a huge shift and a huge lift in our non-branded search terms,” said Hilary. “Non-brand drove 88% of impressions and 40% of clicks, and the volume of products and people coming to us expanded dramatically. And we actually saw this over time, trickle down to building authority in other categories.”
By implementing Lily AI’s product attribute and content enrichment, A.L.C. was able to achieve the following:
– Improved Organic Search: Expand non-branded search terms to drive more traffic to a wider range of products.
– Optimized Paid Search: Boost paid search performance across product visibility, web traffic, and sales.
– Adapted Faster to Market Trends: Improved ability to quickly respond to seasonal changes, trends, and cultural moments to ensure product content remains dynamic and relevant.
– Enhanced Cross-Functional Collaboration: Able to now foster a more collaborative relationship between marketing and merchandising teams by leveraging Lily AI’s data and insights.
The Results
The implementation of Lily AI’s product content optimization solution delivered early wins in 2022 and continued to drive impressive results in testing the latest release of Lily AI’s Product Content Optimization platform.
In the graph below, A.L.C.’s agency, January Digital, charted the trendline of nonbrand Google impressions from 2021-2024, with a clear increase around the time of the Lily AI implementation.
Specifically, since working with Lily AI as well as in recent testing, A.L.C. has seen significant positive results:
– Increased Non-Branded Search: A substantial lift in non-branded search terms, driving 88% of impressions and 40% of clicks, reaching new customers.
– Boosted Sales for More Items: Saw a 129% lift in net sales, with an 81% lift in net items sold and at a higher AOV per unit, boosting discoverability for a wider assortment of higher margin products.
– GMC and Paid Search Optimization: A 13% lift in clicks alone by adding product highlights as another data enrichment opportunity within GMC (Google Merchant Center).
– Enhanced Team Collaboration: A more collaborative relationship between A.L.C.’s marketing and merchandising teams, leveraging Lily AI’s data and insights for copywriting and product launch strategies.
“We saw a tremendous lift in the products that had Lily AI’s attributes attached to it across both volume of products sold and then also the revenue attached to it. So not only did we sell more units, we also sold more at a higher AOV, which was fantastic.”
Conclusion
A.L.C.’s partnership with Lily AI has enabled the brand to overcome challenges in product discovery, improve search performance, and foster a data-driven and collaborative approach to marketing and merchandising.
“Now, we use the [Lily AI] insights and data to give to our marketing team. And so they use that to help write the copy based on trends you’re seeing. Same with our merchandising team. It’s become much more collaborative and cross-functional.”
By embracing innovation and continually testing new solutions, A.L.C. has achieved significant results and is well-positioned for future growth.