| | Depop uses genAI to let sellers generate product descriptions from one photo upload
Depop is using generative AI to take the legwork out of listing an item for sale: sellers can now populate every aspect of a product listing, from item attributes to a listing description, simply by uploading one photo.
According to Depop, the feature uses image recognition and genAI to fill in attributes like category, colour, subcategory and brand, while the description is "designed to be authentic to the unique, colloquial tone of the Depop community" and will incorporate relevant hashtags.
To use the new feature, sellers simply upload an image of their item and use the "Generate Description" button. The listing generation tool is currently available only to users in English-speaking countries, such as the US, the UK, Ireland, Australia, and Canada.
Depop is far from the only retail platform putting generative AI to work in this way. M&S recently revealed that it was using generative AI to create 80% of its product descriptions as part of a suite of online improvements. Nescafé has also reportedly improved its online visibility by correcting and enhancing its product catalogue with the help of multiple LLMs.
The huge benefit to applying generative AI in this way - other than saving time and effort - is that brands and retailers can anticipate and cater to a much wider range of ways that customers may search for products, intuiting the intent behind a search even when the keywords or terms are not an exact match.
Related: More reads on AI
Greggs never misses with its product tie-ins and social strategy
If you were on the ball, you might have bagged some sausage roll stud earrings or a Greggs signet ring this morning. The bakery’s first jewellery line, Baked in Gold, handcrafted by British artist Dion Kitson, sold out an hour after being promoted on socials.
Greggs’ position at the heart of Britishcore is not in doubt.
Asos reportedly rejected an offer from Shein for its Topshop brands
It has been revealed that Asos rejected an offer for its Topshop and Topman brands from Chinese fast fashion powerhouse Shein and brand management company Authentic Brands Group (ABG), the parent behind brands such as Reebok and Forever 21. The parties were reportedly on the brink of agreeing to a deal before Asos decided not to go forward, announcing the sale of a 75% stake to Heartland instead.
In 2023, Shein acquired a third of Forever 21's operating group, Sparc Group, and launched a joint line of apparel; later that same year, it acquired the Missguided brand from Britain's Frasers Group.
However, despite the size of the offer from Shein and ABG, Asos may have felt that Heartland was more compatible with its long-term vision for Topshop, along with the fact that Shein is an online rival seeking to gain a foothold in the UK.
Ocado joins the retail media race with self-serve platform
The online retailer has launched Ocado Ads, with self-serve functionality, offsite targeting, including social media and connected TV, and a new product development (NPD) service billed as “the fastest NPD in the UK”. This marks out Ocado’s new retail media offering as potentially one of the more sophisticated in the UK.
Its new Ads Manager platform has been developed in partnership with Zitcha, with measurement powered by Beet, the retailer’s self-serve insights platform, alongside a commitment to follow IAB standards on its metrics roadmap.
Ocado says it is “aiming to be the home of test and learn for grocery advertising”.
Jack Johnson, Head of Ocado Ads at Ocado Retail said: “We encourage all our suppliers to grow with us and so we’ve created Ocado Ads with a view to providing another growth engine for brands. Ocado has been an innovative and disruptive force in the industry since its creation and we believe this will boost our approach to retail media.”
Related: More reads on retail media.
John Lewis Partnership H1 results highlights retail experience focus
John Lewis Partnership is reporting a "marked improvement" in its first half results for 2024, released yesterday, and has announced that it is "on track to deliver significantly higher profits for the full year".
The 'Never Knowingly Undersold' price promise has been "reimagined" for the online era, with John Lewis comparing products across 25 major UK retailers both in-store and online "with the help of AI technology".
The retailer has also doubled down on customer experience in its department stores with investment in more customer service training, more staff to serve on the shop floor, with new equipment in the form of digital headsets.
In its results statement, John Lewis noted that while sales in the first half of 2024 were down by 3%, customer numbers had grown by 2% and its customer experience ratings and NPS had both improved on the back of "an investment in our Partners and technology to enhance customer service." |
We need your opinion! Take the Future of Marketing survey
We live in exciting times for the marketing industry. From the revolutionary potential of new technologies to the challenges of a changing business landscape and we want your view on how the industry is evolving.
Take part in this survey from Econsultancy and share your perspective on the trends set to shape your industry and work over the coming years. |
Fast Track to Ecommerce: Partners and Platforms – Next intake: 8 October 2024
This Fast Track is designed specifically for organisations that sell through retail partners and third-party platforms, to upskill teams of one to one thousand, all included in the Econsultancy membership.
The Fast Track empowers learners to: Navigate indirect ecommerce and optimise partner relationships Master product data and dominate the digital shelf Understand the online shopper and win the path the purchase |
|
|
|
|
|
| The Marketing Capability Leaders Forum
September 26th, Waterloo, London, 9am GMT
At Econsultancy HQ, we’ll be hosting our Q3 meet-up for senior leaders in marketing and ecommerce. You’ll hear from a panel of marketing leaders as they reveal how they have navigated transformation, placing capability at the heart of their strategies.
Please note, the forum is invite-only, so registrations are subject to approval. |
|
|
|
|
| Learn to confidently and effectively manage your brand with the Mini MBA in Brand Management. 10 online modules over 12 weeks, delivered by your favourite marketing professor, Mark Ritson. |
|
|
|
|
Optimising the Retail Media Opportunity
Part of the Ecommerce channel, this learning plan, includes three courses and a scenario-based assessment. Course 1: Approaching Retail Media Ad Investment Course 2: Activating Retail Media Sponsored Product Ads Course 3: Activating Retail Media Product Display Ads Assessment: Test your Retail Media Learning |
|
|
|
|
Econsultancy London
Floor 14, 10 York road,
London, SE1 7ND, UK
+44 20 7970 4322 | | Econsultancy New York
205 Hudson Street, 7th Floor
New York 10013, United States
929 577 9564 |
|
|
|
|
| Econsultancy Pulse is a round up of the latest action in the world of marketing and ecommerce. |
You are receiving this email to [email protected] as you are opted in to receive the Econsultancy Pulse. You can change your email settings or unsubscribe from the Econsultancy Pulse.
Econsultancy is part of Xeim Limited, part of the Centaur Media plc group
Registered in England and Wales with number 5243851
Registered office at Floor 14, 10 York road, London, SE1 7ND
Copyright © 2024 Centaur Media plc and / or its subsidiaries and licensors. All rights reserved. |
|
|
|
| | |
|
