Learning Search improves customer experience and increases basket values

Customers visiting Karen Millen’s website (www.karenmillen.com) can now find what they’re looking for more easily and have a better online experience, with the implementation of ‘Learning Search’ from SLI Systems. The fashion retailer is also seeing increased basket values among visitors using search, compared with those who don’t.

The hosted on-site search technology, which learns from visitor site behaviour, enables customers in more than 20 countries to quickly find exactly what they’re looking for first time, as well as refine their search by criteria such as department, colour or collection.

Learning Search also offers detailed metrics and reporting capabilities, which is helping the team in-house to understand exactly what customers are searching for and the terms they’re using for specific items.

This better understanding of customers is being used to develop improved on-site merchandising and tailored customer emails, but also feeds into other elements of marketing such as SEO and social media initiatives – with most popular topics or searches feeding into the company’s blog posts and email newsletters to help make them as relevant as possible to customers.

Emma Bonar, E Commerce Manager at Karen Millen, said: “Our website is our biggest store and, just like in a ‘bricks and mortar’ shop, it’s essential that people can easily find what they’re looking for. Without the help of a shop assistant, the only way to do that is to understand our customers better and improve the search function on the site. Working with SLI Systems, that’s exactly what we’ve been able to do. As well as providing improved search capabilities that mean visitors can find what they’re looking for on the first page and refine the results, Learning Search also provides the team with information that we can use across our marketing and customer interactions.”

SLI Systems has developed a whitepaper entitled On-site search best practice: revolutionising the way people buy online designed to help companies operating online to improve their on-site search and to understand how to integrate the data into other elements of its marketing. To receive a copy, visit http://www.sli-systems.com/improving-the-way-people-buy-online-uk.php.

Published on: 12:52AM on 11th August 2010