How to know what is on your customer’s mind?
How to efficiently sell a good?
How do provide satisfactory services to the customer?
How to make profit?
Above are the few questions that would come to your mind if you are an e-tailer.
Searchandising could be one of the many solutions.
This term comes by combining : Search+Merchandise= Searchandise!!!
Coined by Matt Roche, CEO of software provider Offermatica, this amalgam helps the e-merchants increase their sale and provide better customer satisfaction by integrating their store with its search effectively. This is a statistical and analytical tool which helps in understanding the customer better and providing better services.
So how does it work?
It takes the searches of customers who visited the website in past as input and combines them together in a complete package to give statistics on the successful results, failed results, results that ended in sale etc. . Thus it helps in using the website search data to improve the service and result in better profit.
How to implement?
Have a great search or navigational scheme on the website. The faceted search is most recommended.
Use consumer search data to marketing strategies and influence results.
Understand the keywords that gave in void or failed results and eliminate them or assign them to their closest match.
Drawback:
From a consumer perspective such fancy technologies may not be fun. For example, the recommended products from giants like Amazon, is depended on your previous purchase in most of it you would not be interested as you already have it.
Good or bad, surveys say it works!!!
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2 comments:
I beleive "Searchandising" is an efficient tool inorder to keep the track record of older and newer customers.
Searchandising is not just a feedback loop for product suggestions. It is a very valuable approach for learning how your market talks.
For decades, marketing folks in CPG and retail have created their own language to talk about merchandise. Folks would work in the "Beverage" group at a CPG firm or they would be a category manager for "Outerwear".
Ask yourself, when have you ever had a conversation with your buddy a cube over where you told him to "Grab your outerwear, we are heading out for beverages"?
Search gives you insight into language. Let your customers language in to drive your merchandising and you will be more authentic.
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