FROM PRODUCT DATA TO ENRICHED CONTENT
Canadian Tire first partnered with geekspeak Commerce for a two-phase product taxonomy project that included the restructuring of internal product data and the revamping of a customer-facing presentation taxonomy to help drive a more positive user experience.
With the product data handled, enrichment came to the forefront with the need to develop SEO product descriptions and infographics for thousands of items on CanadianTire.ca. Missing content, vendor-supplied copy that was not consumer friendly, and new SEO strategies prompted a content sprint that saw tens of thousands of product display pages updated in just a few short months.
PROJECT DETAILS
| CLIENT: |
Canadian Tire |
| START OF ENGAGEMENT: |
2018 |
| SERVICES: |
Product Taxonomy |
| WEBSITE: |
Infographics
Infographics
Optimized Product Descriptions
NEW TAXONOMY, BETTER PRODUCT CONTENT
In the initial taxonomy development, geekspeak restructured the existing internal category structure across three banners – Canadian Tire Retail, Mark’s and FGL Sports. Our team analyzed the existing category structure, revamped the entire taxonomy by collapsing or expanding existing nodes and created a new tree structure. We then shifted focus to the presentation taxonomy, auditing its existing structure from the lens of a taxonomist, retailer and customer. Learnings from that audit informed new categorization standards, attribute templates and value lists.
On the content front, geekspeak writers worked diligently for over 10 weeks to enhance over 14,000 PDPs with optimized product titles, descriptions and infographics.
Infographics
Infographics
Optimized Product Descriptions
ENHANCING THE CUSTOMER EXPERIENCE
After the product taxonomy restructuring, geekspeak was able to improve search rankings and shopper experience on all three banners through tactics like parametric filtering and left-hand navigation. More streamlined processes for data collection were made possible, and a taxonomy governance document was developed to inform future changes.
Through our continued product content support including both copy and infographics, our team has enabled Canadian Tire to create a more user-friendly on-site experience for its shoppers. The majority of products on CanadianTire.ca are now populated with optimized product content, and many feature visually appealing infographics to help further drive conversion.
Infographics
Optimized Product Descriptions
Infographics
Infographics
Optimized Product Descriptions
Infographics
GET IN TOUCH
See how our team of e-commerce experts can help you take your business to new heights.
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CLIENT SUCCESS STORIES
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