The phrase “searchandising” is a relatively new one, coined to coincide with the rapid advancement of eCommerce search solutions. This article explains what advanced search merchandising is, why it’s important, and how to make more money with it.
Consider owning a brick-and-mortar retail store for a moment. You’ve got some lingering inventory that has to be moved soon, and you’re not afraid to slap on some discounts and make the things more visible to customers right when they walk in.
This is referred to as merchandising in the retail industry.
Every time we go shopping, we’re surrounded by merchandising. We are enticed to spend by beautiful displays and vibrant, colorful sales announcements. Is it possible to apply the same approach to internet use?
Many elements of the traditional buying experience are replicated on eCommerce websites. They frequently employ eye-catching image carousels or huge call-to-action buttons to promote sales. Those banners and buttons, on the other hand, are useless when it comes to browsing a website for a certain product. Search merchandising (searchandizing) on the other hand, can.
What Is Search Merchandising (Searchandising)?
Search merchandising refers to the ability to customize the search results on your eCommerce site to meet the parameters you specify. Not only can you ensure that the results are relevant, but you can also ensure that they highlight the things you want people to see and act on, such as trending products, seasonal items, related products with better profit margins, and so on, by employing clever searchandizing tactics.
Searchandising is the result of combining search and merchandising.
Searchandising is a relatively new phrase that combines the notions of on-site search and product merchandising. It isn’t yet a widely accepted concept among retail experts. Fundamentally, searchandising entails combining traditional search techniques – such as faceted search and navigation, autocomplete, recommended products, recent searches, related queries, and so on – with behavioral data and automation to create seamless, personalized, unique, and highly profitable product search experiences.
At its most basic level, it entails manually establishing boost-and-bury rules depending on margin, arrival data, stock availability, or some other factor. Does this ring a bell? The vast majority of retailers reside in this area.
In addition to the boost-and-bury criteria, it includes behavior data and employs sophisticated machine learning algorithms to intelligently categorize products based on relevancy, popularity, and personal taste.
Why Is e-commerce Searchandising Important?
Nowadays, almost no retailer can deny the necessity of a well-designed and well-optimized eCommerce site search solution. Users demand natural buying experiences, and one of the primary success elements in eCommerce is presenting them with appropriate results. But there’s a difference between providing people with only relevant results and providing them with relevant results that you want them to buy.
How Does Search Merchandising Work?
Online merchants may merchandise their search results to favor trendy products, seasonal things, and products with larger profit margins — while still remaining relevant — just like traditional retailers do to sell stock or highlight sales.
For each shop, there is no “one size fits all” approach, which is why it is essential to work with your site search provider to customize your results so that they may be customized according to the criteria you specify. Your eCommerce search, like many other aspects of running an online business, isn’t set up with a “one and done” technique. As the system learns from your and others’ input, it must be monitored and adjusted.
It’s advisable to contact your search platform provider with a merchandising strategy in mind. You may determine which algorithms make the most sense from a commercial standpoint by working together. Seasonality, patterns, and other considerations should all be factored into your search merchandising approach. Then you’ll be able to import these unique algorithms into your site search while keeping an eye on the results and making adjustments as needed.
Automated Searchanding = Self-Optimised Search Merchandising
Automated Searchanding refers to the transition from manual, labor-intensive on-site search merchandising to a fully automated approach. Real-time ranking and re-ranking of search results (and category listings) to reflect new information, such as:
The relationship between products and their similarities: this leads to more relevant results that are automatically generated. Related Searches
- New items, campaigns, stockouts, and other business rules and logic
- Data from CRM (past purchases, user profile info, etc.)
- Clicks, add-to-cart, and purchase information
- Synonyms and new words
Three Steps To Execute Advanced eCommerce Searchandising Process:
- Knowing the business’s general functions and aims can help you better align your search results with the key indicators that matter most to you.
- Defining ranking/merchandising variables – When conducting a search, specific results come into play. The number of sales in a given time, product availability, profit margin, click-through rate, discount %, seasonality, product release date, item stock, and so on are all common data points integrated into the algorithms.
- Implementing relevant algorithms and tracking performance — Once the appropriate algorithms have been created, it’s time to integrate them into the system and track their performance, looking for places where they may be improved.
Search vs. search and discovery: what’s the difference?
Customers use e-commerce search when they know exactly what they want—for example, a “denim distressed low cut jeans in Trinidad”—and the e-commerce search engine Or google finds it, or at least tries to find it.
When e-commerce was first being started, this connection worked well. On any particular e-commerce site, there weren’t many goods to choose from, and the experiences were mainly transactional: either your desired purchase was there or it wasn’t. However, as the amount of data and the number of products available online increased tremendously, e-commerce search became more complex for businesses to master and more tedious for customers to traverse.
The Process of Effective Ecommerce Searchandising
In searchandising, there are three key golden guidelines.
- Understand the fundamental priorities and objectives of your company. This will assist you in deciding between the several search engine marketing tactics accessible – many of which we discuss in this article – and their potential benefits for your company.
- Prepare your key performance indicators (KPIs). You should know what metrics you want to use to measure your success or failure, just like you should know what metrics you want to use to measure your success or failure with any other business decision. Click-through rate, conversion rate, and average order value are all factors to consider when using searchandising. However, knowing your profit margins, inventory, and availability will help you better define which products and offers to highlight.
- Implement, keep a tight eye on it, monitor it, and fine-tune it. Keep an eye on how the rules you’ve set are working out, and fine-tune your strategy as you go. Include searchandising analytics and decisions in your regular meetings and brainstorming sessions, and set aside time to switch things up.
Search engine optimization isn’t difficult if you know what you’re doing and why you’re doing it.
If you’re seeking search engine optimization tactics that help boost your conversion rates, these are the major takeaways from this article:
- Personalize: Pay attention not only to your users’ geography and demographics but also to their past and activity. Give them what they desire, and focus their attention in a way that is beneficial to them.
- Use Search Rules instead of relying on the algorithm to make decisions for you. You have a company strategy, financial flow, inventory to consider, marketing campaigns planned, and upcoming holidays to consider. Make your own guidelines based on these, then modify the outcomes just enough to get the most out of your services.
- Product Recommendations: Don’t be afraid to propose similar or discounted items. Put them in bundles or packages if necessary, but remember that while you don’t want to be bothersome, you must be a salesperson. Define what to recommend and when to promote it to your consumers.
- Run Search Campaigns: In addition to your regular sales and marketing campaigns, think of new ways to upsell or cross-sell directly on your search result pages.
- Track Data & Measure Outcomes: After you’ve established the rules, start observing how they’re being implemented. If they don’t work, try another. Always make judgments based on the data on your dashboards, not on your gut feelings. Decisions based on data are the ones that will help you scale your company.