ObjectiveMeroda's primary objective was simple to describe but much harder to achieve: creating a single source of truth for product data. Information such as dimensions, GTINs, and barcodes was spread across Shopify product records and shared documents, leading to a constant flow of internal questions and no reliable way to check whether the data was complete or consistently formatted across stores and locales.
The team also needed a tool that matched the way they work as a brand without dedicated master data managers. Many of the PIM solutions they evaluated felt overly complex. Meroda was looking for something powerful yet intuitive, where even someone who only logs in once a month could easily find what they needed. Content localization and AI-assisted rewriting weren't part of the original requirements, but they ended up being a valuable bonus.
SolutionEmfas replaced a manual, start-from-scratch process with a generate-review-refine workflow. Instead of building every product listing by hand, Meroda creates a strong first draft from its existing product data, reviews it, and feeds the edits back into the system, helping it improve its tone and structure over time.
The biggest lever was the onboarding cleanup. Together with the Emfas team, Meroda carried out a one-time cleanup of its catalog by filling data gaps, fixing formatting, standardizing fields, and preparing product data for different stores and retailer requirements. With that foundation in place, the ongoing maintenance became much lighter.
Emfas also unlocked work that used to be fragmented or simply too painful to attempt at scale: running queries to surface empty fields and spelling issues, applying consistent formatting across every locale, making mass updates to claims and disclaimers, and generating alt text for thousands of images in a single pass. Localization into additional languages — once a fully manual copywriter handoff — now starts from an Emfas-generated draft that reviewers refine rather than write from scratch.
ResultsWith Emfas, Meroda turned product data from a recurring headache into a reliable foundation. Thanks to the onboarding cleanup, the team no longer deals with the steady stream of formatting and data integrity issues that used to come up week after week. The work was done properly once, and now runs smoothly in the background.
Coverage improved significantly where it mattered most. Alt text went from almost no coverage to full coverage in a single proposal, while key product fields increased from around 50% to roughly 80%. The remaining gap now comes down to the team using the tool, not the tool itself. As Ross put it, Emfas is no longer the blocker.
The brand has also been able to move faster. Meroda completed two product launches in two weeks without product data slowing things down, and its external copywriters have shifted from writing content from scratch to reviewing and refining Emfas-generated drafts. Just as importantly, the team now has a single, trusted place for product information that requires very little training to use, backed by a team Meroda genuinely enjoyed working with.
Advice for brands considering EmfasRoss's recommendation to other brands is to skip the theory and see it on their own catalog. Rather than sitting through demos of someone else's setup, he suggests hooking Emfas up to your real data and running a first proposal on something low-stakes — you'll see how much is already done, and how much time it saves, almost immediately.
