Deep Data at Macy's - Searching Hierarchichal Documents for eCommerce Merchandising: Presnted by Peter Gazaryan, Macys.com & Eugene Steinberg, Grid Dynamics Inc.
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Deep Data at Macy's - Searching Hierarchichal Documents for eCommerce Merchandising: Presnted by Peter Gazaryan, Macys.com & Eugene Steinberg, Grid Dynamics Inc.
1. O C T O B E R 1 3 - 1 6 , 2 0 1 6 • A U S T I N , T X
2. Deep Data at Macys
Searching Hierarchical Documents for eCommerce Merchandising
Denis Kamotsky, Macys.com
Eugene Steinberg, Grid Dynamics
Peter Gazaryan, Macys.com
4. 4
02
The Macys Story
v 1858 Entrepreneur R.H. Macy opens R.H. Macy & Company, a small dry
goods store.
v 1902 R.H. Macy & Co. moves uptown to Herald Square and shortens its
name to Macy’s.
v 1924 Macy’s employees march from 145th Street to 34th Street to celebrate
Thanksgiving, which sparks an annual tradition.
v 1976 Macy’s sponsors the first annual Macy’s Fireworks, now a 4th of July
tradition.
v 1994 Federated Department Stores, the largest operator of department
stores, acquires Macy’s.
v 1998 Macys.com is launched and operates out of New York and San
Francisco.
v 2006 Macy’s expands to over 800 locations across the U.S
5. 5
03
The Macys.com Story
v 1997 MCOM operates out of San Francisco, California and Brooklyn, New
York.
v 1998 MCOM is officially launched.
v 2001 New York offices moves from Brooklyn to 1440 Broadway in
Manhattan.
v 2001 Macy’s By Mail catalogue business shuts down, making macys.com the
sole provider.
v 2010 We reach one billion dollars in annual sales volume.
v 2013 Macys.com launches Keyword Search running on Apache Solr.
v 2013 We reach two billion dollars in annual sales volume.
6. 6
01
History of Search Engine at Macys.com
2015
Dec
2012
Aug
Dec
2013
Aug
Dec
2014
Aug
Dec
Merchandising
Management
Tool
becomes
available
to
the
Users
3/2013
Solr-‐Based
Keyword
Search
Engine
goes
live
on
macys.com
4/2013
Solr-‐Based
Type-‐Ahead
autocomplete
funcIonality
goes
live
on
macys.com
9/2013
Legacy
Keyword
Search
Engine
is
reIred
10/2013
Management
of
the
Category
Browse
funcIonality
becomes
available
in
the
Saturn
Tool
3/2014
Category
Browse
is
fully
migrated
to
Solr
on
macys.com
8/2014
Intra-‐day
SKU
availability
updates
go
live
5/2014
Dynamic
grouping
and
ungrouping
of
Product
CollecIons
is
live
on
macys.com
1/2015
Solr
Re-‐PlaQorm
effort
begins
12/2011
7. 7
01
Solr Delivers Result
session conversion increase attributed to
migration to new Solr-based Search engine28%
customers clicking on the ungrouped
collection convert higher6%
macys.com traffic is Solr-Powered Keyword
Search and Category Browse queries
8%
increased conversion in type-ahead
autocomplete sessions
35%
22. 22
01
Dynamic Grouping and Ungrouping: Under The Hood
catalog
=
SELECT
*
FROM
sku
JOIN
product
JOIN
collec=on
SEARCH
"DKNY"
FROM
catalog
GROUP
BY
collec=on.id
WHEN
ALL(product.brand="DKNY")
SEARCH
"white
cup"
FROM
catalog
GROUP
BY
collec=on.id
WHEN
COUNT(product.id)>collec=on.threshold
SEARCH
”dinnerware
cup"
FROM
catalog
GROUP
BY
collec=on.id
WHEN
NOT
EXISTS(product.id)
25. 25
01
Make The Magic of Macys!
Inspiring Story
o Great traditions
o Versatility of the
business model
o Merchandising as a key
differentiator
Genuine Innovation
o High Precision Concept
Search
o Controlled Precision
Reduction
o Tiered Natural Scoring
o … and much more
Challenging projects
ahead
o Omnichannel integration
o All flavors of scalability
on omnichannel data
Technical challenges
hazard