BloomReach's big data marketing application BloomSearch helped Neiman Marcus improve discoverability of its content and reach new customers. It provided an effective way for Neiman Marcus to reach customers with more general search intent beyond trademarked terms. With BloomSearch, natural search grew significantly as a traffic channel for Neiman Marcus. It helped the company acquire new customers by touching people who might not search specifically for Neiman Marcus but use relevant phrases.

1. LOOK WHO’S BEEN BLOOMREACHED…
Neiman Marcus

2. “Retailers stand to improve by
making their content more
discoverable.
BloomReach helps them reach
this goal because its big data
marketing application is Aaron Shockey
Vice President of Digital
completely different from Marketing and Advertising
Neiman Marcus Direct
other approaches that are out
there.”

3. Profile
For over a century, The Neiman Marcus Group has
stayed focused on serving the unique needs of the
luxury market with distinctive merchandise and
superior service.
The Neiman Marcus Group is comprised of the
Specialty Retail Stores division and the Direct
Marketing division, Neiman Marcus Direct.
Neiman Marcus Direct conducts both print catalog
and online operations under the Neiman Marcus,
Horchow, and Bergdorf Goodman brand names.

4. Challenge
salvatore ferragamo
For Neiman Marcus, the majority of natural cards holder
search traffic came from trademarked terms
or terms associated with a designer. Reaching
potential customers with
focused but less specific rolando black patent louboutin
intent was more
challenging.

5. Solution
For Neiman Marcus, BloomReach’s
big data marketing application,
BloomSearch, provided an effective
way to reach a new set of
customers.
“There is a whole channel out
there in natural search.
BloomReach gave us a way to
get more and more of our
content found in this
channel.”

6. Result
In terms of year-over-year growth in site traffic,
natural search has been one of the top three
fastest growing channels for
Neiman Marcus.
“BloomSearch is helping us reach someone
that we would not have reached before… It
has helped us to acquire new customers
because it touches people who might not
know to search for our name, and who are
using phrases that we wouldn’t purchase
through paid search.” In addition, Neiman
Marcus has seen an increase in the number of
pages being indexed by search engines.
Aaron Shockey
Vice President of Digital
Marketing and Advertising
Neiman Marcus Direct