onsite search that really sells

Is your onsite search really helping you sell?MeetMagento –Omni-Channel E-Merchandising with Prediggo

Dr. Vincent Schickel-Küng, Jan BecoZurich, 24th of October 2014

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Who we are…

Jan Beco

• 4 years at Unic as Senior Consultant in

Sales and Consulting

• Consulting in e-commerce, digital

communication and web experience for

SME’s and multinationals.

• Expertise involves online strategy

consulting, conceptual work,

information architecture and project

management

Dr. Vincent Schickel-Küng

• Founder and CTO of Prediggo Smart

Selling Solutions

• PhD from the ETH Lausanne, Artificial

Intelligence Lab

• Developed and patented the Ontology

Filtering algorithm

• Leads on-going development in

innovative search technologies

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Who we work for….

Unic AG

• We design, develop and maintain

premium e-business solutions

for e-commerce, digital communication

and collaboration

• We are an independent, owner-

operated group with 260 employees

• 5 offices: Bern, Karlsruhe, Munich,

Vienna and Zurich

Prediggo

• Specialized in Onsite search and site

navigation and behavior profile based

product recommendations and e-

merchandising

• Independent, owner operated group

with 8 employees

• Based in Lausanne and Fribourg

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Solutions on the basis of leading technology partners

Complementary

partners

(selection)

Premium

partners

E-Commerce Digital Communication Collaboration

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Click to edit Master title styleDoes your onsite search really help you sell?Prediggo Smart Selling

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Why do retailers need site search?

Improved Sales

Higher conversion rates

Improved customer retention and loyalty

Increased site usage

Improved branding

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Click to edit Master title styleWhat does search data tell me ?

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Ways to use site search data for merchandising

Use ribbon overlays

Create landing pages

Use synonyms

Use visual search results pages

Show variations

Figure out trends

Use auto-complete

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Intelligent Search

SemanticMerchandising

1 to 1 Marketing

The omni-channel personalization suite for…

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Click to edit Master title style

From..


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Onsite search is critical, but customisation is limited

A major problem is that accessories are

returned before the "real" products the

shopper wants to find.

And there is no hardcoded rule that can

solve this problem.

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Most onsite search can not be customized.

• The same sorting for every keyword

• Boosting rules are hardcoded, static

• No marketer friendly way to adjust rules

• Not able to apply specific behavior by keyword

Onsite search is critical, but customisation is limited

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Another common problem is that many products

types are categorised in the same way

• For Stöckli, this is a problem with “schuhe”

• Hiking, biking and ski boots are all “schuhe"

Would you promote “skischuhe” to someone

searching for “schuhe”?

Promotion priorities change frequently, onsite search must adapt

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Marketers need the flexibility to promote or

penalise products based on specific attributes

• Now Stöckli, can promote more relevant

results for “schuhe” and penalise “skischuhe”


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And Stöckli sells many different “skischuhe”

• Many different types, Alpine, Langlauf. etc.

• Many different brands, Lange, Salomon, etc.

• The ability to boost on multiple attributes is

key

• So that Salomon, Alpine boots can be

prioritised


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Another example, Stöckli sells many types of

bikes… mountain, city, race bikes and more.

• For Fall 2014, the priority is Mountain bikes

• For Spring 2015, it could change to City bikes

• And for Summer 2015, Race bikes

• Now they can easy change the priority


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Stöckli also sells lots of clothing from many

brands

• 1st priority is the Stöckli brand products

• 2nd priority is showing a mix of products

• Which is achieved with the ability to boost by

1. Brand, Product Type, Collection, etc.

2. A custom price range (100 - 300 Sfr)


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Searchandising - Dynamic Marketing Content

• Add a promotional message with results

• Highlight preferred brands, special offers

• Generate ad revenue from featured brands

• Or simply leverage creative content


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Unstructured lists of matches are not

a selling best practice.

In this case, the engine fails to return

“Der Herr der Ringe” even after most

of the title is entered.

And don‘t forget about the shopper‘s auto-complete experience

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Auto-complete for online shops should provide

context and structure to the predicted results

• Identify common keyword pairings

• Display matches with indexed attributes

• Support product previews based on

business priorities beyond sales, like new,

key brands etc.


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Long lists in the faceted menu navigation can be

intimidating and not all attributes apply to every

product.

Other opportunities to make search more user friendly

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Unlce Jeans has a very clean, user friendly menu

interface that they adjust to products.

Other opportunities to make search more user friendly

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Converse is a unique product type, so Uncle

Jeans customised the navigation menu

Made color the 1st priority, vs. price

Eliminated the “brand” facet

Overall, a better user experience


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Avoid long, unstructured lists…

Auto-Complete

Full search results

Facet navigation menus

Learn what broad keyword terms are frequently searched

Set specific rules to prioritise the right products

Enhance product attribute data, if needed

Deploy retail store style sales promotion techniques

Display merchandising - feature key products in a recommendation block

Window displays – Make use of relevant product marketing content

The key to onsite search that sells, results that make sense

Hohlstrasse 536

8048 Zürich

Tel +41 44 560 12 12

Fax +41 44 560 12 13

[email protected]

www.unic.com

Unic AG

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Jan Beco

Senior Consultant @ Unic AG

[email protected]

[email protected]


Founder and CTO of Prediggo

onsite search that really sells

Business

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keyword onsite search

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innovative search technologies

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