How to grab eCommerce by the Long Tail

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BloomReach helps customers like Bluefly, Crate & Barrel, Modcloth and Neiman Marcus create long tail category pages automatically and at scale.

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  • And the data changes all the time (VOLATILITY)Products go in and out of stock, fashion changes, and the average eCommerce site changes information on 25% of their pages every month. (check numbers).Consumer expression is changing rapidly. EVERY DAY 16% of queries have never been seen before (Google)Consumers’ links to your products and information are pushed out of their NewsFeed and Tweet Stream within 5.5 hours according to bit.ly – and effectively gone for good (Bit.ly 9/2011). The window is shorter for the most social consumers and longer for posts from highly influential people. This is an ever-growing Digital Discovery Divide. 
  • Still sounds like a keyword stuffer/link generator. Need to use this slide AFTER they understand what we do.Add potential queries to this page.
  • At a scale of at least 1B pages per day. 1B consumer interactions per day. 1000 Hadoop jobs per day. Massive scale. People have been asking – Big Data, What does that mean to me? Well, this is our answer - the Web Relevance Engine puts big data to work for you. When marketers plug into our Cloud Marketing Platform – they are harnessing the power of our Web Relevance Engine to get found by more consumers from any platform.The guiding principle of BloomReach is to create user experiences that are useful and compelling to consumers – relevant serendipity and efficient discovery. We believe that if we can surface the highest quality content on the Internet to the key front doors of the Web in a semantically rich way, the platforms will have the opportunity to help you find your next dress, movie or sofa in the most relevant way possible. And user experience on the web will improve dramatically.
  • At a scale of at least 1B pages per day. 1B consumer interactions per day. 1000 Hadoop jobs per day. Massive scale. People have been asking – Big Data, What does that mean to me? Well, this is our answer - the Web Relevance Engine puts big data to work for you. When marketers plug into our Cloud Marketing Platform – they are harnessing the power of our Web Relevance Engine to get found by more consumers from any platform.The guiding principle of BloomReach is to create user experiences that are useful and compelling to consumers – relevant serendipity and efficient discovery. We believe that if we can surface the highest quality content on the Internet to the key front doors of the Web in a semantically rich way, the platforms will have the opportunity to help you find your next dress, movie or sofa in the most relevant way possible. And user experience on the web will improve dramatically.
  • Within the first year, the average BloomSearch customer realizes a 80% lift in non-branded natural search traffic.And these consumers convert. The bounce rate on BloomReached pages is lower than non-BloomReached category and product pages. The conversion rate is equal or higher to non-branded search traffic.And so our customers are making more money from the products & services they already have. $145M more money this year.
  • BloomReach is proud to announce our cloud marketing platform for web businesses to seamlessly make their own products & services more relevant to the right consumer by simply plugging in – and drive revenue across every digital marketing channel – search, paid search, social, mobile, video and more – at massive scale. (HIGHLIGHT CLOUD MARKETING PLATFORM).
  • How to grab eCommerce by the Long Tail

    1. 1. LONG TAIL CATEGORY PAGESExamples from Bluefly, Crate andBarrel, Modcloth, Guess, FragranceNet and beau coup
    2. 2. CONSUMERS MISS YOU IN THE DIVIDE
    3. 3. THE DIVIDE IS CONTINUOUSLY EXPANDING
    4. 4. BLOOMREACH GETS YOU FOUNDBig Data Marketing Apps Integrate seamlessly with site Continuously drive traffic through interpretation and optimization Deliver relevant, quality user experiences to all visitors
    5. 5. CAPTURES UNTAPPED DEMAND Total online demand Demand you could capture ~ 90% add’l organic traffic from BloomSearch ~ 20% more conversion with Demand BloomLift you capture
    6. 6. HOW BLOOMREACH WORKSCollect AnalyzeInterpret Prioritize Adapt
    7. 7. HOW BLOOMREACH WORKSCollect Analyze Route to/adapt existing page Create the perfect pageInterpret Prioritize Adapt
    8. 8. LONG TAIL CATEGORY PAGES
    9. 9. GALLERY
    10. 10. GUESS: SIZE 7 HEEL SANDAL
    11. 11. GUESS: COTTON FLARE JEANS
    12. 12. GUESS: SNAP FRONT COTTON SHIRT
    13. 13. MODCLOTH: PURPLE WEDDING DRESS
    14. 14. MODCLOTH: CASUAL 50S DRESS
    15. 15. MODCLOTH: PINK LACE DRESS
    16. 16. CRATE AND BARREL: MODERN FLATWARESET
    17. 17. CRATE AND BARREL: OLD FASHIONED BARGLASS
    18. 18. CRATE AND BARREL: RUSTIC COFFEE TABLE
    19. 19. FRAGRANCENET: VERA WANG BODY LOTION
    20. 20. FRAGRANCENET: AVEDA PLANT BASEDSHAMPOO
    21. 21. FRAGRANCENET: MINT COLOGNE SPRAY
    22. 22. “MINT” DYNAMICALLY PULLED FROMFRAGRANCE NOTES TO CREATE PAGE
    23. 23. BEAU COUP: WINE PARTY DECORATIONS
    24. 24. BEAU COUP: BABY GIRL SHOWER FAVORS
    25. 25. BEAU COUP: GLASS JAR WEDDING FAVORS
    26. 26. BLUEFLY: KENNETH JAY LANE GOLDEARRINGS
    27. 27. BLUEFLY: NICOLE MILLER BLACK DRESS
    28. 28. BLUEFLY: PRADA BLACK SUEDE PUMPS

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