Background & Challenge
As e-commerce sales continue to explode, it’s becoming increasingly difficult to scale to meet changing consumer needs. One- and two-person businesses in particular can easily max out and stall. E-commerce technology company Artica developed a seller insights tool for these business owners that uses machine learning to provide an ongoing valuation score (with insights into what’s adding or subtracting from that value), forecasts sales (including when sellers will run out of inventory), and identifies possible resources for financing.
Shoppers also need support in the face of hundreds, if not thousands, of product reviews and other data from Amazon, NYT Wirecutter, Reddit, and more. Artica created an AI-driven consumer product–recommendation portal to help users find exactly what they need. It digests product reviews from across the internet and eliminates confusion about stars, incentives, and bias to deliver the information that’s most meaningful to the user, including ranking and a buyer’s guide. And though the portal is 100% focused on consumers, it also benefits sellers with actionable, data-backed insights into how they can improve their marketing and products.
Artica tapped Catchword to name these platforms and other services. Given the highly competitive nature of e-commerce tech, time was of the essence, and for an extra challenge, Artica wanted exact dot-coms for both platforms. We delivered on both fronts.
Naming
We worked closely with the client team to quickly identify the best messaging, tone, and style, then explored 1000+ options for each name in record time. The client team chose a large number of candidates for availability prescreening, reflecting the team’s high level of satisfaction with the names developed and Catchword’s creativity in the face of a crowded space. After full legal screening, the client selected Stoke for the seller insights platform and Decoder for the shopping portal—both acquirable as exact dot-coms.
Stoke expresses how its seller insights ignite sales and fuel business growth. The word’s casual meaning (“Get stoked!”) implies the positivity and excitement of being a new business owner. Stoke helps nurture an entrepreneurial spark into a full-fledged (fire)brand. Decoder instantly communicates how Artica’s consumer platform cracks the code on product recommendation, while its agentive form (-er) suggests a tool for empowered action. Both names are strong yet approachable, common English words, creating a naming convention for future products.
