Best Buy has made progress in enriching their website data with semantic markup. Their initial efforts used RDFa and ontologies like GoodRelations and FOAF to publish structured data from their stores. Now they use schema.org and Microdata. This additional structured data is helping to drive more customer engagement by powering experiences like personalized recommendations. Best Buy is also exploring opportunities to further enrich product information on the web through initiatives like Gmail Actions and by "feeding knowledge" to other applications and services.

1. Best Buy’s schema.org Journey:
Then and Now
Jay Myers | @jaymyers
Journey stop sign cc-by Joseph Novak

2. Original Web
Every store has valuable data that should
be exposed

3. Experimental rich markup site outranked
main site

4. “Shop URLs” serve as rich data experiences
for both humans and machines

5. Initial Effort
• Publish data that has valuable meaning beyond
keywords
• “Clean” and “Cool” URLS
• Syntax: RDFa – Resource Description Framework in
Attributes
• Ontologies
– GoodRelations – The Web Vocabulary for Ecommerce
– FOAF – Friend of a Friend
– GEO – Basic methods for representing spatially-located
things

6. Now: Best Buy properties use Microdata and
schema.org

7. Additional data elements drive customer
engagement

8. Additional data elements drive customer
engagement

9. Additional data elements drive customer
engagement

10. Additional data elements drive customer
engagement

11. Future Direction
Gmail Actions in the inbox

12. Future Direction
Gmail Actions in the inbox
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Order",
"merchant": {
"@type": "Organization",
"name": "bestbuy.com"
},
"orderNumber": "1234567890",
"priceCurrency": "USD",
"price": "29.99",
"acceptedOffer": {
"@type": "Offer",
"itemOffered": {
"@type": "Product",
"name": "Vinotemp - Epicureanist 3-in-1 Wine Bottle Stopper"
},
"price": “19.99",
"priceCurrency": "USD",
"eligibleQuantity": {
"@type": "QuantitativeValue",
"value": "1"
}
},
"url": "https://www.bestbuy.com/orderconf/?orderID=1234567890"
}
</script>

13. Future Direction
• Pilot to improve visibility of product
information on the web
GS1 GTIN Initiative
<span itemprop=”gtin13”>0887276965147</span>
http://semanticweb.com/gs1-explores-systems-standards-will-fit-semantic-web_b41164

14. Future Direction
Feeding knowledge

15. Future Direction
Feeding knowledge

16. Future Direction
Feeding knowledge

17. Future Direction
Feeding knowledge

18. Thank You!