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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
© Unic - Page 1
© Unic - Page 3
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
© Unic - Page 4
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
© Unic - Page 5
Solutions on the basis of leading technology partners
Complementary
partners
(selection)
Premium
partners
E-Commerce Digital Communication Collaboration
© Unic - Page 6
Click to edit Master title styleDoes your onsite search really help you sell?
Prediggo Smart Selling
© Unic - Page 7
Why do retailers need site search?
Improved Sales
Higher conversion rates
Improved customer retention and loyalty
Increased site usage
Improved branding
© Unic - Page 8
Click to edit Master title style
What does search data tell me ?
© Unic - Page 9
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
© Unic - Page 10
Intelligent
Search
Semantic
Merchandising
1 to 1
Marketing
The omni-channel
personalization suite for…
© Unic - Page 11
Click to edit Master title style
From..
Dr. Vincent Schickel-Küng
© Unic - Page 13
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.
© Unic - Page 14
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
© Unic - Page 15
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
© Unic - Page 16
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”
Promotion priorities change frequently, onsite search must adapt
© Unic - Page 17
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
Promotion priorities change frequently, onsite search must adapt
© Unic - Page 18
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
Promotion priorities change frequently, onsite search must adapt
© Unic - Page 19
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)
Promotion priorities change frequently, onsite search must adapt
© Unic - Page 20
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
Promotion priorities change frequently, onsite search must adapt
© Unic - Page 21
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
© Unic - Page 22
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.
And don‘t forget about the shopper‘s auto-complete experience
© Unic - Page 23
Consider whether a non-traditional
layout maybe is more effective at
“selling” the product.
And don‘t forget about the shopper‘s auto-complete experience
© Unic - Page 24
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
© Unic - Page 25
Unlce Jeans has a very clean, user friendly menu
interface that they adjust to products.
Other opportunities to make search more user friendly
© Unic - Page 26
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
And don‘t forget about the shopper‘s auto-complete experience
© Unic - Page 27
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
info@unic.com
www.unic.com
Unic AG
© Unic - Page 28
Jan Beco
Senior Consultant @ Unic AG
jan.beco@unic.com
schickel@prediggo.com
Dr. Vincent Schickel-Küng
Founder and CTO of Prediggo

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Onsite Search That Really Sells

  • 1. 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
  • 2. © Unic - Page 1
  • 3. © Unic - Page 3 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
  • 4. © Unic - Page 4 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
  • 5. © Unic - Page 5 Solutions on the basis of leading technology partners Complementary partners (selection) Premium partners E-Commerce Digital Communication Collaboration
  • 6. © Unic - Page 6 Click to edit Master title styleDoes your onsite search really help you sell? Prediggo Smart Selling
  • 7. © Unic - Page 7 Why do retailers need site search? Improved Sales Higher conversion rates Improved customer retention and loyalty Increased site usage Improved branding
  • 8. © Unic - Page 8 Click to edit Master title style What does search data tell me ?
  • 9. © Unic - Page 9 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
  • 10. © Unic - Page 10 Intelligent Search Semantic Merchandising 1 to 1 Marketing The omni-channel personalization suite for…
  • 11. © Unic - Page 11 Click to edit Master title style From.. Dr. Vincent Schickel-Küng
  • 12. © Unic - Page 13 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.
  • 13. © Unic - Page 14 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
  • 14. © Unic - Page 15 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
  • 15. © Unic - Page 16 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” Promotion priorities change frequently, onsite search must adapt
  • 16. © Unic - Page 17 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 Promotion priorities change frequently, onsite search must adapt
  • 17. © Unic - Page 18 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 Promotion priorities change frequently, onsite search must adapt
  • 18. © Unic - Page 19 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) Promotion priorities change frequently, onsite search must adapt
  • 19. © Unic - Page 20 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 Promotion priorities change frequently, onsite search must adapt
  • 20. © Unic - Page 21 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
  • 21. © Unic - Page 22 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. And don‘t forget about the shopper‘s auto-complete experience
  • 22. © Unic - Page 23 Consider whether a non-traditional layout maybe is more effective at “selling” the product. And don‘t forget about the shopper‘s auto-complete experience
  • 23. © Unic - Page 24 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
  • 24. © Unic - Page 25 Unlce Jeans has a very clean, user friendly menu interface that they adjust to products. Other opportunities to make search more user friendly
  • 25. © Unic - Page 26 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 And don‘t forget about the shopper‘s auto-complete experience
  • 26. © Unic - Page 27 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
  • 27. Hohlstrasse 536 8048 Zürich Tel +41 44 560 12 12 Fax +41 44 560 12 13 info@unic.com www.unic.com Unic AG © Unic - Page 28 Jan Beco Senior Consultant @ Unic AG jan.beco@unic.com schickel@prediggo.com Dr. Vincent Schickel-Küng Founder and CTO of Prediggo