One of our partners is a trading company specializing in cosmetics. It has its own trading network and also cooperates with other shops around Europe. In 2003, the company started their business online and launched an e-shop.

"Our goal has always been to have a wide choice of cosmetics and to get new products as soon as they are released: if you see a lotion in a commercial in the morning you can buy it online in the evening. Every week we get hundreds of new items in stock. Since a potential customer wants to know more about the product, we constantly work at providing each article with a high-quality picture and detailed description".

For the customers' convenience, the products are grouped into catalogues. On the catalogue page a customer can see a thumbnail and a brief review of the product. Here they can also find the link, More, which leads to a page with an enlarged picture and a detailed description of the product.A comment about the product is provided by the company/manufacturer. This fully describes the product, but has a drawback for the web site: posting the same description as other e-shops selling this product means attaining lower positions in search engines (Google, Yahoo, MSN etc.). The company has to employ more people to create original texts, such copywriters and experts in cosmetics. All of this makes the business less productive.

"We started thinking about how we could automate the process. We could post a summary instead of the original description. This would solve any problem with copyrights. All we had to do is to find the right tool. After having searched Google, we came across Intellexer Document Summarizer. It didn't take us too long to understand: it was exactly what we were looking for".

Summarizer SDK has been integrated into the corporate system. It automatically generates two summaries of the original description:

• a short summary (2-4 sentences) for the catalogue;
• a more detailed summary (10-15 sentences) for the product page.

Website visitors can still see the link to the original description if they want to get the information directly from the manufacturer.

As a result, search engines see the site content as original. It helps the pages occupy higher positions in the search lists. The traffic from visitors increased and so did the sales.

"We see advantages in using semantic tools in practice. We plan to integrate some of the other Intellexer products as well. For example, the Question Answering system could become a particular feature for our site. We would not just show and describe the product, but provide consultation online, helping our customer to make their choice".