CUSTOMER STORY Ā· FOOTWEAR & SPORTS RETAIL
How a sportswear group company turned a daily AI brief into a sharper, leak-proof ad operation
A sportswear group company runs a high-velocity Shopee operation. GoalKeeper now scans it every night and hands the team the three things that matter most before 8 AM.
+40% GMV
a single afternoon's swing GoalKeeper flagged in real time
~12% of daily ad spend
caught going to zero-order SKUs
3 actions / day
not a dashboard to read, a shortlist to act on
01 Ā· The Company
The company is an established footwear and sports retailer selling across marketplace platforms in Southeast Asia ā a high-velocity operation spanning hundreds of SKUs, constantly shifting ad campaigns, and a stock picture that changes by the hour.
The team is lean. The margin for "we'll catch it next week" is thin.
02 Ā· The Challenge
The company didn't have a data problem. It had a "data, but a day too late" problem.
The whole picture arrived weekly.
By the time last week's report was reviewed, the decisions it implied were already stale.
Ad spend leaked silently.
Campaigns kept running on SKUs that were getting clicks but no orders ā and nobody saw it until the monthly reconciliation.
Sold-out SKUs stayed listed.
A zero-stock SKU still taking orders means a cancellation penalty and a rating hit ā small leaks that compound.
Negative reviews piled up unanswered.
Response speed is one of the few trust levers a marketplace seller fully controls ā and it was slipping.
None of these were dramatic on any single day. That's exactly why they were dangerous: each one was small enough to ignore, and they were all happening at once.
03 Ā· The Solution
GoalKeeper became the company's overnight ops analyst.
Every night it scans the store's sales, stock and ad performance. Every morning it delivers one short brief: how the day before went relative to goal, and the three actions that will move the needle most ā ranked, specific, and ready to assign.
The team doesn't read a dashboard. They read three lines and act.
"Your Goal is my Goal" ā GoalKeeper doesn't just report numbers. It measures every day against the target the company actually set, and works backward to what needs doing today.
04 Ā· A Real Daily Brief
This is an actual GoalKeeper brief delivered to the company ā with all absolute figures expressed as ratios, at the customer's request.
GoalKeeper Ā· 08:01 AM SGT Ā· WhatsApp
liveā
Daily scan complete Ā· Marketplace store Ā· Shopee MY
ā¦ GMV up ~40% this afternoon vs the same time yesterday
ā but 3 SKUs are out of stock and bleeding sales.
Order volume surged ~83% day-over-day.
AOV down ~23% ā today's growth is driven by volume, not basket size.
ā Restock the 3 sold-out SKUs before the momentum fades.
š Today's pace
ā² GMV roughly +40% vs same time yesterday
Projected close: ~22% below the 7-day average
ā” Top 3 actions
1. Unlist 3 sold-out SKUs ā still listed at zero stock.
The next order triggers a cancellation penalty + a rating hit.
2. š° Exclude 2 zero-order SKUs from the New Products campaign.
Together they consumed ~12% of today's ad spend ā with zero orders.
3. Reply to the backlog of unanswered negative reviews.
1-star ratings are accumulating; response rate is the lever.Five minutes to read. Three decisions made. The day before is closed out before the new one starts.
05 Ā· What GoalKeeper Catches
Three categories of leak, every single day:
ā
Momentum it won't let you miss.
When GMV swings ā up or down ā GoalKeeper flags it while it's happening, not in next week's report. A +40% afternoon is only useful if you can still act on it.
ā”
Ad spend going nowhere.
GoalKeeper isolates the exact SKUs eating budget without converting. In one brief, two SKUs were consuming roughly an eighth of the day's ad spend with nothing to show ā a leak invisible at the campaign level, obvious at the SKU level.
ā¢
Trust erosion before it costs you.
Sold-out SKUs still listed, negative reviews unanswered ā GoalKeeper treats these as urgent, because on a marketplace your rating is your storefront.
06 Ā· The Efficiency Impact
GoalKeeper is an efficiency engine ā so the way to measure it is efficiency. Three numbers tell the story:
Manual hours given back
Before GoalKeeper, the morning routine meant logging into multiple platforms, pulling numbers, and working out what to prioritise ā every single day. GoalKeeper replaces that with a three-line brief.
ā³ hours saved ā awaiting data
e.g. ~X hours of analyst time returned every week
Losses caught before they happened
GoalKeeper's daily brief surfaces leaks while they're still fixable ā wasted ad spend on zero-order SKUs, sold-out SKUs still listed, unanswered reviews. Each one caught is a loss that didn't happen.
ā³ losses prevented ā awaiting data
e.g. ~X% of ad spend redirected away from zero-converting SKUs Ā· N cancellation events avoided
Decision speed
What used to wait for the weekly report now gets decided the next morning.
ā Decision cycle compressed from ~7 days to under 1 day
07 Ā· In their words
āWe used to discover wasted ad spend a week after it bled out. Now we see it the next morning, and the brief tells us exactly what to do.ā
ā³ Quote pending customer review
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