Detail Online helps brands audit their products on their retailers’ websites. The brands (mostly based in Europe and the United States), come to us to get information about how their products are displayed online, and we help them make sure they’re presented in the way they were intended to be. A lot of brands did this manually before, and they only did it occasionally. 

Since we have automated the process, they can now get a daily report on how their products are presented in the e-commerce landscape. For the brands, these daily reports are really important because it could be simple things – like products not being visible, or wrong product descriptions, images, or title specifications, all of which could affect their sales as well as the retailers’ sales. Therefore, it’s critical that all the product information is presented correctly. In our experience, 40% of product descriptions/details are listed incorrectly every day. The worst part is that even companies that are syndicating their content see this problem; it might be correct on day one but on day two/three/or four, certain details can go missing.

Initially, our customers were mainly big consumer electronic brands, but we now have customers in the fashion industry as well as fast-moving consumer goods companies. However, we are the strongest among the consumer electronic brands, as the technical specifications there are so specific. Again, anything missing/incorrect could really affect sales.

Our first client was a Consumer Electronics Company. They approached us with a simple problem: One retailer was promoting one of their TVs with three HDMI chords when, in fact, they only had two. This became a big problem because a lot of people bought this TV online and were disappointed and consequently sent it back.

We recently had a meeting with a new client, a ketchup brand, during which we discussed the visibility issue. The problem that they see is the lifetime value of something. The client gave the following example: “What if your ketchup is out of stock one day, or there’s an issue with the algorithm on the site and your ketchup isn’t showing up. Then a customer is forced to buy a different brand’s ketchup – and what if your kids like that brand better? That may mean that you haven’t just lost that one sale, but you’ve lost a lifetime of sales from that customer.”

Joakim Gavelin and I started in 2015. He was the one who brought on our first client. He got the call about the TV issue I described earlier, and he understood that this is only the tip of the iceberg. He had two guys surfing around on their laptops trying to identify these mistakes, but he very soon discovered that only in the Nordics there were more than 1.2 million data points that needed to be checked daily or weekly, so it simply wasn’t possible. That’s when he called me, and we set up the system from there.

We handled the company with our “left hand” for around three years until 2018, when we got a huge customer. It was then that we realized that this wasn’t just a side business for us. We found two large investors – and that’s when we started for real.

We use the Bright Data Web Unlocker and we’ve been with Bright Data since August 2017. We have retailers that would like us to have an API, but we really need to view these sites from a consumer perspective. You never know what could have changed between the creation of the database and the front-end. Also, some clients want us to collect data from their own sites, but their IT departments/security departments are not willing to whitelist IPs.

We tried a lot of different data collection platforms, but no one offered the “whole package” in terms of what we needed and what we were looking for. I also really liked the fact that Bright Data takes ethics and ethical data collection seriously, as it aligns with our own company values. I have a great relationship with my account manager, and I appreciate that we can talk about the price levels as we use the platform more and more. Bright Data enables us to get the real user experience for the client and see the web as a regular consumer. Also, it’s easy to use, and it’s good value for money. 

Detail Online 帮助品牌审查其产品在零售商网站上的展示情况。品牌（主要来自欧洲和美国）向我们获取有关其产品在线展示的信息，我们帮助他们确保产品以预期的方式呈现。很多品牌以前都是手动完成这一工作，并且只偶尔进行。

自从我们将这一过程自动化以来，他们现在可以每天收到关于其产品在电子商务环境中展示情况的报告。对于品牌来说，这些每日报告非常重要，因为它可能涉及简单的问题——比如产品不可见、错误的产品描述、图片或标题规格等，这些都会影响其销售和零售商的销售。因此，确保所有产品信息正确呈现至关重要。根据我们的经验，每天有40%的产品描述/细节被错误列出。最糟糕的是，即使是内容同步的公司也会看到这个问题；第一天可能是正确的，但在第二天、第三天或第四天，某些细节可能会丢失。

最初，我们的客户主要是大型消费电子品牌，但现在我们也有时尚行业以及快速消费品公司的客户。然而，我们在消费电子品牌中最具竞争力，因为那里的技术规格非常具体。同样，任何缺失/错误都可能真正影响销售。

我们的第一个客户是一家消费电子公司。他们向我们提出了一个简单的问题：一个零售商在推广他们的一款电视时声称有三根HDMI线，但实际上只有两根。这成为了一个大问题，因为很多人在线购买了这款电视后感到失望，进而退货。

我们最近与一个新客户（一家番茄酱品牌）进行了会面，讨论了曝光度问题。他们发现的问题是某样东西的生命周期价值。客户举了以下例子：“如果有一天你的番茄酱缺货，或者网站上的算法出现问题，导致你的番茄酱没有显示出来。那么客户被迫购买了其他品牌的番茄酱——如果你的孩子更喜欢那个品牌呢？这可能意味着你不仅失去了那一次的销售，还失去了这个客户的一生销售。”

Joakim Gavelin 和我在2015年开始合作。他是引入我们第一个客户的人。他接到了我之前提到的电视问题的电话，并且理解到这只是冰山一角。他让两个人在笔记本电脑上四处浏览，试图找出这些错误，但很快发现仅在北欧地区就有超过120万个数据点需要每天或每周检查，因此这根本不可能实现。于是他打电话给我，我们从那里开始建立了系统。

我们漫不经心地经营公司大约三年，直到2018年我们获得了一个巨大的客户。那时我们意识到这不仅仅是我们的副业。我们找到了两家大投资者——从那时起我们才真正开始了。

自2017年8月以来我们一直与Bright Data合作，并使用他们的Web Unlocker。有些我们的零售商希望我们提供一个API接口，我们确实需要从消费者的角度查看这些网站。你永远不知道数据库的创建和前端之间可能发生了什么变化。此外，一些客户希望我们从他们自己的网站上收集数据，但他们的IT部门/安全部门不愿将我们的IP列入白名单。我们尝试了很多不同的数据收集平台，但没有一个能提供我们需要的“整套”服务。我还非常欣赏Bright Data 认真对待商业道德与合规数据收集的问题，这与我们公司的价值观一致。我与Bright Data 的客户经理关系很好，我很感激我们可以随着平台的使用越来越多而讨论价格水平。Bright Data 使我们能够为客户提供真实的用户体验，并以普通消费者的身份查看网页。此外，它更是易于使用，物有所值。