Case Study: Tapestry boosts Google Search traffic and sales with Lily AI

Tapestry boosts Google Search performance with Lily AI’s double-digit lifts

Tapestry, the parent company of Coach, faced a challenge common in retail: a widening gap between the narrow, traditional "merchant speak" used to describe products and the vast, subjective language customers use to search for items. This disconnect hindered product discovery. To address this, Tapestry partnered with vendor Lily AI and its product intelligence capabilities to enrich its product attributes with customer-centric language.

Lily AI implemented a solution using generative AI, computer vision, and natural language processing to analyze products and append dozens of new customer-focused attributes and synonyms. This enriched data was distributed to Google Merchant Center and Tapestry's e-commerce platform. The collaboration with Lily AI drove significant results, including high-single and double-digit percentage lifts in key metrics across SEM, SEO, and site search, such as conversions, average sales per view, and product page views per SKU.

Tapestry