Go! Retail Group Generates 13% Lift in PDP Conversion Rates with AirOps

The Customer

Go! Retail Group is a multi-brand powerhouse with over 25 years of experience in the retail industry. Primarily starting as a calendar retailer, they have expanded their offerings to include games, toys, puzzles, and a variety of gift items. Based in Austin, Texas, the company operates a portfolio of brands such as Snoozimals, Tiny Headed Kingdom, and has recently partnered with Toys"R"Us. 

Leading their digital merchandising efforts is Jessica Maier, VP of Digital Merchandising. In this post, Jessica shares how AirOps has revolutionized Go! Retail Group's product content creation process, enabling their small team to handle large SKU volumes efficiently and achieve significant improvements in conversion rates.

The Problem

Go! Retail Group faced a significant challenge: generating unique, high-quality product descriptions for up to 10,000 SKUs annually. With their calendar catalog rolling over each year, the small merchandising team was under pressure to produce content quickly and efficiently.

The team often received basic information from vendors making it difficult to create engaging and informative, and SEO rich product descriptions. Manually extracting product details from images was labor-intensive, and previous tooling failed to maintain quality at scale, adding to the already daunting task. This led to bottlenecks, delays, and inconsistent product information across their platforms.

• Limited Vendor Content: Received minimal information from vendors—sometimes just a single sentence.
• Time-Consuming Processes: Manually creating product descriptions took 5 to 10 minutes per product, including formatting for their CMS.
• Inconsistent Quality: Outsourcing was costly and led to inconsistent brand voice and quality.‍
• Inefficient Tools: Previous AI solutions lacked robust bulk processing capabilities.

"We would go through title by title, write descriptions  for those lacking content, and then get it loaded into our CMS. We're not copywriters, so you can imagine the difficulty."

— Jessica Maier, VP of Digital Merchandising

The Solution

Go! Retail Group turned to AirOps to transform their content creation process.

• Brand-Specific Workflows: Developed customized workflows for their brands, successfully maintaining distinct brand voices.
• Advanced Data Extraction: Used AirOps' multiple AI models, web research, and image analysis to extract data from product images—like puzzle piece counts and dimensions—and incorporate these details directly into descriptions.
• Automated Formatting: Generated descriptions in HTML-readable format, ready for immediate upload to their CMS.
• Bulk Processing: Efficiently processed hundreds of products in a single run, drastically reducing manual effort.

The merchandising team replaced manual processes with a more efficient setup. Purpose-built workflows streamline content creation and even dynamically add interlinking and product recommendations. This allows the nimble team to produce high-quality product descriptions at scale and achieve improved on-page conversions.

"AirOps has been invaluable. We've been able to take our unoptimized existing product content, run it through AirOps, and crank out high-quality descriptions quickly."

— Jessica Maier, VP of Digital Merchandising

The Impact

By implementing AirOps, Go! Retail Group achieved remarkable results, significantly easing the workload on their digital merchandising team, and delivering business growth:

• 150% Reduction in SKU Launch Time: Across 10,000 SKUs, they decreased creation time from 5–10 minutes per product to seconds, helping the merchandising team avoid moonlighting as copywriters
• 25% Increase in PDP Conversion Rates: Initial tests on 2,500 products showed a significant uplift in customer engagement and sales.
• Enhanced SEO Performance: Enhanced product descriptions and added backlink content boosted search engine rankings.‍
• Operational Efficiency: Freed up the team to focus on strategic initiatives rather than manual content generation.

Looking Ahead

​​With AirOps, Go! Retail Group's team has moved beyond manual editing and restrictive tooling. Streamlined workflows allowing the team to focus on enhancing customer experience and achieving business goals. With seasonal peaks ahead, they are confident in efficiently managing large volumes of product updates.

Continually improving their process, they aim to expand further into technical SEO improvements —like meta keywords and descriptions—to boost search performance, and integrate onsite search tools to optimize the shopping experience. Reflecting on the value of the partnership, Jessica shares, "AirOps has helped us quickly deliver new, optimized SKUs across brands and supplementour SEO, which has taken a lot of the heavy lifting off our plate."

Get Started with AirOps:

Ready to transform your E-commerce processes like Go! Retail Group?

AirOps empowers businesses to build and scale AI-powered workflows tailored to their unique needs. Book a call with our team today to learn how AirOps can drive results for your business.