Background: the growing digital pressure on Kees Smit

The Dutch garden furniture market is incredibly competitive. Customers expect extensive product information, clear USPs, and inspiring images. Kees Smit experienced strong growth, resulting in:

• More than a thousand product variants that each demand unique content

• Increasingly intense competition for attention in search engines and on social media

• Growing pressure on marketing, support, and content creation

The traditional process of manual input of content, manually testing advertisements, and physically taking atmospheric photos became unsustainable. The urgency to work more efficiently grew daily.

The challenge: winning time, money, and consistency

The challenges Kees Smit faced were crystal clear:

• Creating and managing thousands of product pages with short and long descriptions, FAQs, USPs, and characteristics required too much manpower

• Tweaking ads based on personas was time-consuming and subjective, causing campaigns not to always reach their potential

• Creating atmospheric photos was a logistical nightmare and cost at least €100 per photo, excluding transport and setup

The consequence? A growing need for digitization, automation, and above all: smart use of AI that truly works for the business.

The approach: Sero as a catalyst for growth

Kees Smit opted for a radical solution: the use of Sero's complete Marketing Suite. The game changer? The use of 'Wolleys' – personalized AI assistants, trained on their unique personas.

AI personas as a sparring partner

By translating their buyer personas into Wolleys, the marketing team could:

• 'Speak' with their own target audience and test ads in real-time.

• Present ad examples to a Wolley and receive feedback that aligns with the target audience.

• Quickly gather insights about tone-of-voice, pain points, and triggers.

This not only accelerated campaign development but also ensured unprecedented consistency and relevance in all communications.

Bulk product content: from bottleneck to business booster

With Sero Core Feeds, product pages were generated in bulk, including:

• Short descriptions that convert directly.

• Long descriptions that appeal to emotion and provide information.

• FAQs and USPs tailored to buyer personas.

• Features that improve indexing and SEO.

This led to a spectacular efficiency boost:

• 4 FTE could be deployed elsewhere thanks to time savings.

• The support department needed 13 less temporary workers because the content now answers virtually all customer inquiries.

The result was not only significant cost savings but also higher customer satisfaction due to better, more relevant information.

Atmospheric AI images: from logistical nightmare to creative ease

The use of Sero's image capabilities meant the end of costly and time-consuming photoshoots. With a few clicks, inspiring atmospheric photos were generated, fully tailored to the styling of the collection. This resulted in:

• A saving of at least €100 per photo.

• No more logistical stress regarding locations, transport, and setup.

• Faster responses for new collections or seasonal campaigns.

  
  

AI-generated atmospheric photo of a garden set.