Virtual walls, real results with Wallgroup
Virtual walls, real results with Wallgroup
What?
Wallgroup is ambitious and aims to expand its product portfolio with variations of its current range of SKUs. For Wallgroup, an SKU is a design available on photo wallpaper. The challenge: generate more visibility, better findability, and increased revenue with the same number of SKUs across the Netherlands, Belgium, Germany, and France. By developing new wallpaper types featuring the same style or print, the potential of a single SKU can be significantly expanded, on the condition that marketing costs remain proportionate to revenue.
At the same time, the manual workload had to be drastically reduced. The existing approach to product creation and content production simply wasn’t scalable to match Wallgroup’s level of ambition. A smart, cost-effective solution was needed, one that could be deployed quickly without compromising on quality or performance.
How?
Follo (formerly OrangeValley) developed a strategy based on virtual products: automatically generated product variants with unique content, unique URLs, and full integration into SEO and advertising.
These products are dynamically built using existing templates and enriched with AI-generated content, images, translations, and pricing. A smart combination of workflows in Google BigQuery, GPT-4 Vision, Magento, and Channable enabled instant go-live — scalable, error-free, and fast.
This approach made it possible to add thousands of new products to Google Shopping and boost organic visibility — all without adding pressure to internal teams.
Campaigns and content driven by data and intent
Strategy and scale-up
The foundation of this case is scale. By smartly combining AI with first-party data and search intent, every step of the process was automated — from product creation to ad activation. Through intelligent automation, Wallgroup strengthened its market position across four countries with minimal manual input. Visibility, revenue, and conversion grew — both organically and through advertising — all within the set performance and budget limits.
We shifted from exact-match keywords to broadly optimized search campaigns. AI-powered keyword clustering ensured high-performing terms were automatically linked to relevant products — locally translated, automatically triggered.
Smart workflows, minimal manual input
Automation of product creation and content
Each new virtual product page was built from existing product data, enriched with AI-generated descriptions, unique images, and automatically generated pricing.
The workflow included:
- Extraction of keywords and attributes via BigQuery
- AI copywriting via GPT-4 Vision based on original images
- Bulk translations into three languages
- Automatic assignment of EAN codes and product feeds
- Dynamic structured data for SEO and advertising
This enabled all products to go live automatically — locally and at scale — fully findable and conversion-ready.
More relevant offerings, higher conversion
Personalization and conversion improvement
AI-driven behavioral analysis enabled personalized product recommendations tailored to click behavior and preferences. Navigation was also optimized: product categories automatically adapt based on the expanding product range.
These improvements led to a more user-friendly experience and higher conversion rates.
Four nominations for innovative AI approach
International recognition for innovative AI approach
Wallgroup’s AI-driven strategy was nominated by the European Search Awards 2025 jury in four leading categories: Best PPC Campaign, Best Use of Data (PPC), Best Use of AI in Search, and Best Use of AI in PPC.
These nominations confirm the strength of the campaign: scalable, efficient, and future-proof. The combination of performance marketing and automated content creation demonstrates how AI can structurally accelerate e-commerce.
