A digital advantage for Kees Smit with Sero
Kees Smit scaled product content and image creation alongside a growing catalog. By automating recurring work, the team freed up more time for quality, campaigns and growth.
Danny de KruijkProduct Lead
A large catalog requires much more than buying products. Every variation needs clear information, convincing imagery and relevant campaigns. For Kees Smit, keeping up with that volume manually became increasingly difficult without compromising quality.
The challenge of a growing catalog
With more than a thousand product variations, work increased across multiple teams. Product teams wrote short and long descriptions, FAQs, USPs and attributes. Marketing tested ads for different audiences. New lifestyle imagery required time, locations and photo shoots.
That did not just consume capacity. It also made it harder to keep every product page equally complete, current and useful.
One workflow for copy, imagery and audiences
Kees Smit used several Sero tools in one clear workflow. Sero Feeds helps create product information at scale with fixed requirements for brand voice, content and quality. AI assistants support recurring content tasks, while personas help the team evaluate campaigns from different customer perspectives.
Existing product images can also be placed in a suitable setting quickly. This creates useful campaign material without organizing a complete new shoot for every idea.
Measurably less manual work
The case results show what happens when many small recurring tasks become one scalable process:
- 80% time saved when generating product pages;
- capacity equivalent to 4 FTE freed up for growth initiatives;
- 13 fewer seasonal support workers needed, in part due to better product content;
- lifestyle imagery created in minutes instead of a separate production process;
- ads better aligned with different customer needs.
“Sero has saved us time and money while improving the quality of our customer experience.”
Kees Smit marketing team
Automation with clear quality boundaries
The value did not come from generating as much copy as possible. It came from dependable sources, formats and checks. The team defines what a good product page needs; Sero helps apply that approach consistently across the catalog.
From production to direction
When AI takes over repetitive work, the team's role shifts. Less time goes to copying and rewriting, while more time goes to the catalog, customer questions, creativity and commercial decisions.
Four lessons for organizations with large catalogs
- Start with the source. Good automation begins with reliable product data and clear content rules.
- Optimize for usefulness, not volume. More content only creates value if it helps customers decide faster.
- Connect copy and imagery. A consistent product experience emerges when both come from the same catalog and brand context.
- Measure impact beyond content. Better product information can also reduce support pressure and strengthen campaigns.
For Kees Smit, AI became more than a standalone content trick. It became a practical way to support growth without losing sight of the customer experience.
