Consumer Goods Retailer Increases Online Revenue +16% With Trustana

The company spotlighted in this success story is a prominent retail and e-commerce company in Malaysia, offering a diverse range of consumer goods However, they requested their success story be published anonymously.

The Challenge  

As part of their strategy to increase digital revenue, the business had a clear goal in mind: Achieve a 16% increase in online revenue through their e-commerce platform.

However, several challenges stood in the way of achieving that goal, including:

• Inconsistent Product Content: Thousands of SKUs had incomplete, poorly structured, or inconsistent product content, negatively impacting discoverability and customer experience. ‍
• Limited SEO Optimization: Product pages lacked sufficient SEO, making them difficult to find in search results. ‍
• Regulatory Compliance: The introduction of CPETTR 2024 required Bahasa Malaysia translations for every listing, creating a significant compliance burden. ‍
• Operational Inefficiency: The process of onboarding content at scale was cumbersome and slow, relying heavily on manual input and supplier-provided data.

The Solution

The retailer recognized the need for an expert partner who could help optimize their product content at scale while also addressing regulatory compliance challenges on the horizon.

They approached Trustana to assist in three key areas:

1. Enrich & Standardize Product Content: Improve the content of 5,000 SKUs, ensuring it was complete, consistent, and SEO-optimized. ‍
2. Compliant, Dual-Language Content: To create product content in both English and Bahasa Malaysia in preparation for CPETTR 2024, ensuring regulatory compliance. ‍
3. Enhance Product Discoverability & Operational Efficiency: Improve SEO for better product discoverability, help scale operations, and streamline the SKU onboarding process.

To address the project’s important deadline, Trustana combined technology and service in a way that was not only efficient but also aligned with the retailer’s ambitious revenue goals.

Trustana’s AI-driven platform automated the content enrichment process, while a managed services component offered a high-touch approach to ensure every detail was handled to meet the prescribed standards, including:

1. Scoping & Regulatory Alignment:
   
   1. Identify key SKU categories, content gaps, and dual-language priorities.
   2. Align efforts with CPETTR 2024 requirements, ensuring compliance with the KPDN’s upcoming regulation.
   3. Define KPIs around SEO optimization, bi-lingual quality, and content enrichment depth.

2. Content Audit & Taxonomy Setup:
   
   1. Segment SKUs by product category and content quality to build a scalable enrichment process.
   2. Develop standardized content templates and attribute frameworks for both English and Bahasa Malaysia content, ensuring consistency across all enriched fields.

3. Content Enrichment & Dual-Language Translation:
   
   1. Enrich all English metadata with improved SEO, clarity, and brand tone in alignment with the retailer’s e-commerce platform.
   2. Translate product content into Bahasa Malaysia to support regulatory compliance and enhance localization.

4. Quality Assurance & Feedback Loop:
   
   1. Implement rigorous quality checks to ensure content accuracy, language clarity, and brand consistency.
   2. Hold regular feedback sessions with stakeholders to gather input and ensure content was aligned with their expectations.

5. Integration & Delivery:
   
   1. Deliver enriched content in dual-language format and support the retailer’s technical team to ensure seamless integration of content into their e-commerce platform.

The Results

Using Trustana’s automated content enhancements and strategy, the retailer met its ambitious target, achieving:

• +16% Increase in Digital Revenue
• +40% Onboarding Speed of New SKUs
• 100% CPETTR-Compliant product Data

By enriching and standardizing content across 1,600 SKUs, the retailer was able to boost visibility, engagement, and conversions across their e-commerce platform. Customers could now easily find what they were looking for, with clear and consistent product information in both English and Bahasa Malaysia. This enhanced customer experience not only helped drive sales but also positioned the retailer for long-term success.

Internally, the process improvements were just as impactful with a 40% improvement in the speed of onboarding new product content. This efficiency gain freed up their teams to focus on other critical areas of the business and reduced reliance on suppliers for product details.

Most importantly, the retailer was now well-positioned for compliance with CPETTR 2024, ensuring that their platform was ready for the regulatory changes.

"Trustana’s AI-enhanced descriptions immediately elevated our site’s credibility and product appeal. They’ve also reduced team workload, allowing us to launch campaigns faster with minimal back-and-forth."  E-commerce Merchandiser